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

Memory Phiri
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Memory Phiri: Graduate School of Business, University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 2

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.

Keywords: Corporate Social Responsibility; Brand Image; Zambia; Public Institution (search for similar items in EconPapers)
JEL-codes: D83 M14 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2026-39

DOI: 10.59413/ajocs/v7.i2.21

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