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The Influence of Corporate Social Responsibility on Brand Image: Evidence from the Competition and Consumer Protection Commission (CCPC), Zambia

Author

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  • Phiri, Memory

    (Graduate School of Business, University of Zambia)

Abstract

Corporate Social Responsibility (CSR) has become a central strategic tool through which organizations enhance legitimacy, strengthen stakeholder relationships, and build reputational capital. While extensive empirical evidence exists on the CSR–brand image relationship within private sector organizations, limited scholarly attention has been directed toward public sector institutions, particularly in developing economies such as Zambia. This study examines the influence of CSR on brand image within the Competition and Consumer Protection Commission (CCPC), a statutory regulatory body mandated to promote fair competition and safeguard consumer welfare. The study adopts a quantitative approach anchored in a descriptive research design. Data were collected from seventy-eight respondents using structured questionnaires and analyzed using both descriptive and inferential statistical techniques. The findings reveal that although CSR activities exist within CCPC, their influence on brand image remains limited due to low visibility, weak communication strategies, and inconsistent implementation. However, attributes such as trustworthiness, reputation, and service quality significantly influence brand image. The study concludes that CSR has considerable potential to enhance brand image in public institutions if organizations strategically institutionalize and effectively communicate it. The study recommends the development of a formal CSR framework, enhanced stakeholder engagement, and improved communication strategies to strengthen institutional credibility and public trust.

Suggested Citation

  • Phiri, Memory, 2026. "The Influence of Corporate Social Responsibility on Brand Image: Evidence from the Competition and Consumer Protection Commission (CCPC), Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(2).
    • Handle: RePEc:cwk:ajocsk:2026-39
    DOI: 10.59413/ajocs/v7.i2.21
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    References listed on IDEAS

    as
    1. Dong-Shang Chang & Sheng-Hung Chen & Chia-Wei Hsu & Allen H. Hu, 2015. "Identifying Strategic Factors of the Implantation CSR in the Airline Industry: The Case of Asia-Pacific Airlines," Sustainability, MDPI, vol. 7(6), pages 1-22, June.
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    3. Imran Khan & Mobin Fatma, 2023. "CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    4. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
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    Keywords

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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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