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Table of Contents

Chapter 1: Introduction
1.1 Background of the Study
1.2 Objectives of the Study
1.3 Limitations of the Study
1.4 Scope of the Study

Chapter 2: Literature Review
2.1 Definition of Brand Activism
2.2 Importance of Brand Activism
2.3 Consumer Perception of Brand Activism
2.4 Theoretical Frameworks on Brand Activism and Consumer Perception

Chapter 3: Research Methodology
3.1 Research Design
3.2 Data Collection Methods
3.3 Sampling Techniques
3.4 Data Analysis

Chapter 4: Discussion of Findings
4.1 Analysis of Data
4.2 Comparison with Existing Literature
4.3 Implications for Practitioners

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations for Future Research

Brief Overview on Brand Activism and Consumer Perception

Brand activism refers to a marketing strategy where companies take a stand on social or political issues to align their brand values with those of their target consumers. It involves participating in or supporting causes that are relevant to the brand’s target audience, with the intention of building brand loyalty and enhancing consumer perception.

Consumer perception plays a crucial role in determining the success of brand activism initiatives. Consumers today are more socially conscious and expect brands to take a stand on important issues. Their perception of a brand’s authenticity and sincerity in supporting a cause can influence their purchasing decisions and brand loyalty.

This final year project will explore the relationship between brand activism and consumer perception, by examining how consumers perceive brands that engage in activism, and the impact of brand activism on consumer behavior and brand loyalty. The study will also investigate the potential limitations and scope of brand activism as a marketing strategy, and provide recommendations for practitioners looking to implement brand activism initiatives.

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