Social well-being as an instrument of value creation and sustainable development on the example of the Santander Health Academy project – case study

Abstract

The aim of this study is to analyze the case of creating value for the bank’s stakeholders and brand reputation management by corporate social responsibility on the example of lasting for four-year Santander Consumer Bank project called the Santander Health Academy, based on the assumed goals, mission and marketing strategy of the bank in 2016-2019.