Assessing The Effectiveness of CSR Initiative on Brand Reputation and Business Performance: Case Study of Trade Kings Group of Companies

This study examines the effectiveness of Corporate Social Responsibility (CSR) initiatives on brand reputation and profitability within the Trade Kings Group of Companies. Although CSR practices are increasingly adopted by companies in Zambia, the specific impact on brand perception and financial performance remains underexplored. With 78% of Zambian consumers willing to pay a premium for eco-friendly products, yet only 45% trusting companies to act responsibly, there is a pressing need to understand how CSR initiatives influence consumer trust, brand image, and profitability. This research uses a mixed-methods approach, including surveys and interviews with 50 stakeholders—managers, employees, and consumers—to evaluate how CSR initiatives and stakeholder engagement impact brand reputation and market performance. Key findings reveal that 72% of respondents view budget allocation as essential for CSR success, while 68% consider strong management support vital. Challenges identified include resource constraints (60%) and issues with aligning CSR activities with business goals (54%), along with insufficient stakeholder engagement (62%). Qualitative insights further reveal difficulties in sustaining CSR initiatives, measuring their outcomes, and balancing regulatory requirements with strategic goals. These findings underscore the importance of aligning CSR with business strategies, fostering active stakeholder participation, and ensuring adequate resource allocation. Recommendations for Trade Kings include increasing CSR budgets, enhancing management involvement, and strategically focusing CSR efforts to improve both brand reputation and profitability. By addressing the identified challenges and leveraging CSR as a strategic asset, companies can create a competitive advantage, thereby contributing to sustainable business growth and positive societal impact.