Role of CSR and Brand Image : A qualitative study on IKEA

Purpose The primary objective of this study is to make theoretical advancements and practical insights for companies aiming to strengthen enhance their brand image through the implementation of CSR initiatives.. Background CSR entails committing to ethical conduct and sustainability, taking steps to minimize societal and environmental impacts caused by a company’s operations. Nowadays, companies are expected to demonstrate their values and prioritize actions that address economic, environmental and social needs. Consumers evaluate brands not only based on product functionality but also emotional and social attributes associated with the brand. CSR can help businesses retain existing customers and attract new ones. Design/Methodology/approach The qualitative single case study focuses on IKEA and its CSR initiatives incorporating feedback from customers. The study employs abductive reasoning and utilizes semi-structured interviews as the primary research method. Both primary and secondary data sources are used to conduct this study, providing a comprehensive view of IKEA’s CSR efforts and their effect on customer perceptions. Findings The findings from the study on IKEA’s CSR initiatives reveal a range of attitudes and perceptions among consumers. While some value and prioritize ethical and socially responsible practices when choosing a brand, others prioritize factors such as price, quality and convenience