Abstract:

The paper deals with applying corporate social responsibility and societal marketing concept in financial sector. The primary aim of the article is to analyse the influence of corporate social responsibility and societal marketing concept to year-over-year difference in amount of provided banking products in comparison with classical marketing concept. The secondary aim is to analyse the influence of total net income and comprehensive income to social responsibility costs. These relations are described by mixed-effects model and tested in statistical software R. The underlying model data come from the individual balance sheets, income statements and notes of five Slovak commercial banks and their foundations from 2009 to 2014. paper