International Journal For Multidisciplinary Research

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Consumer Community Building and Sustainable Brand Loyalty: A Study of IKEA India, Bangalore

Author(s) Dr. V MURALI KRISHNA, Dr. TRIPURANENI JAGGAIAH ., Dr. ASHOK A R GOWDA
Country India
Abstract This study examines how consumer community building-both online and offline contributes to sustainable brand loyalty for IKEA India in Bangalore. In an experience-driven retail environment, strong brand communities can foster lasting customer relationships reflected in repeat purchases, positive word-of-mouth, and brand advocacy. IKEA, known globally for its home furnishing solutions, actively cultivates community engagement through in-store workshops, sustainability activities, and digital social communities. A primary survey of 300 Bangalore consumers who have visited IKEA was conducted using a structured Likert-scale questionnaire measuring Community Engagement (CE), Influencer Impact (II), and Brand Loyalty (BL). The study employed reliability testing, descriptive statistics, correlations, regression analysis, and chi-square tests. Results indicate strong reliability across scales (α = 0.78–0.84), moderate-to-high levels of CE and BL, and significant positive relationships between CE–BL (r = 0.62) and II–BL (r = 0.50). Regression findings show CE (β = 0.46) and II (β = 0.31) jointly explain 51% of the variance in BL, establishing CE as the strongest predictor. Gender showed no significant association with loyalty.
The study concludes that enhancing community engagement and integrating authentic influencer collaboration can significantly strengthen IKEA’s sustainable brand loyalty in Bangalore. Future research could adopt longitudinal or multi-city approaches for broader validation.
Keywords community engagement, influencer impact, brand loyalty, IKEA, sustainable consumer behaviour.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-20
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64144
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