<b>Managing Corporate Reputation: The Influence of Marathons on Commercial Banks’ Corporate Reputation in Zambia</b>

Abstract

Abstract

Poorly executed CSR activities can damage reputation if perceived as opportunistic or insincere. This study explored the influence of the Marathons on the Commercial Bank's Corporate Reputation in Zambia from a Corporate Management perspective. The study utilised a qualitative phenomenological design, collecting data through in-depth interviews with 10 industry experts from various Marketing and Public Relations professions and marathon athlete experts from Lusaka. Atlas.ti version 24 software was used for analysis, and an inductive approach was employed to generate themes from the data. Three key themes were identified, including eleven subthemes: Perspective on Bank’s sponsorship marathons as contributing to the bank's corporate image; Identifying and mitigating reputation risks and the marathon aligns with the bank corporate values. The findings reveal that, while marathon sponsorships enhance brand visibility, community goodwill, and social impact, their effectiveness is contingent on strategic alignment with CSR goals, robust reputation management systems, and stakeholder engagement. The study recommends that banks include marathon sponsorships within broader CSR frameworks, enhance internal communication, and implement structured mechanisms for evaluating their reputational influence.