Author - Maxwell A. PHIRI

This study investigated the relationship between Corporate Social Responsibility (CSR) and brand equity to understand how CSR initiatives influenced consumer perceptions and contributed to overall brand value. A quantitative research design was adopted, employing a non-probability convenience sampling approach. Primary data were collected from 120 respondents using a structured survey that measured perceptions of CSR initiatives and their effects on key dimensions of brand equity, including brand image, brand loyalty, and perceived brand value. Data were analysed using descriptive and inferential statistical techniques to examine relationships, trends, and significance. Findings indicated that CSR initiatives positively impacted brand equity by enhancing brand image, fostering consumer trust, and strengthening loyalty. The results demonstrated that socially responsible practices were not only ethical obligations but also strategic tools that contributed to sustainable brand growth and...