Abstract:
This study examines the impact of Corporate Social Responsibility (CSR) on brand reputation at Mount Zion Company Limited, using Carroll’s (1991) CSR Pyramid Model as the theoretical framework. The model consists of four dimensions of CSR: economic, legal, ethical, and philanthropic responsibilities. The study addresses the limited empirical evidence on how CSR practices influence brand reputation in emerging economies such as Myanmar. Quantitative research design was employed, and primary data was collected through structured questionnaires from 376 respondents at Mount Zion Company Limited. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), applying descriptive statistics, correlation analysis, and multiple regression analysis to examine the relationships between CSR dimensions and brand reputation. The study is limited to Mount Zion Company Limited and focuses on the four dimensions of CSR as the independent variables and brand reputation as the dependent variable. The findings are based on respondents’ perceptions collected through a cross-sectional survey and may therefore have limited generalizability beyond the organization. The results indicate that Corporate Social Responsibility has a positive and statistically significant impact on brand reputation. Among the four CSR dimensions, ethical responsibility and philanthropic responsibility have the strongest influence, followed by economic and legal responsibilities. The findings suggest that organizations can strengthen their brand reputation by integrating CSR into their business strategies and maintaining responsible relationships with stakeholders. The study recommends that Mount Zion Company Limited continue enhancing its CSR initiatives, particularly by promoting ethical business practices and expanding community development programs. These efforts are expected to strengthen stakeholder trust, improve corporate reputation, and support long-term organizational sustainability.
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