The Role of Corporate Social Responsibility in Enhancing Organizational Reputation: A Case Study of Zambian Breweries Plc

Abstract

This paper examined the role of Corporate Social Responsibility (CSR) efforts on the reputation of Zambian Breweries Plc. It addressed critical problems in optimizing CSR programs to build a strong business reputation through increased public awareness and evolving stakeholder demands. Further, the study gives crucial insights into how CSR actions effect brand perception, consumer trust, and long-term corporate growth in Zambia's emerging economy. The research employed a qualitative research methodology to conduct thirty in-depth interviews with senior management, personnel, community leaders, and external stakeholders to investigate the strategic CSR effects. Findings indicate that, Zambian Breweries enhances its organizational reputation through CSR operations, which primarily focus on environmental initiatives (water conservation & recycling), health-oriented programs, scholarships and responsible alcohol consumption campaigns. The study shows how these efforts promote successful stakeholder engagement, reinforcing stakeholder trust and brand loyalty. However, challenges persist in expanding CSR programs to rural areas, improving transparency in environmental sustainability efforts, strengthening employee involvement, and leveraging digital platforms for broader outreach. The study recommends targeted interventions in these areas to optimize CSR strategies and maximize reputational benefits within the Zambian business landscape.