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Introduction

In recent years, brand activism has gained significant attention as a strategic approach for companies to promote their corporate values and purpose while engaging with societal issues. Brand activism refers to a company’s deliberate efforts to align their brand with social or political movements, advocating for change and taking a stand on issues that matter to their consumers. This thesis aims to examine the effectiveness of brand activism in promoting corporate values and purpose, by analyzing the impact of these initiatives on consumer perceptions and brand loyalty.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 History of brand activism
2.2 Theoretical framework of brand activism
2.3 Types of brand activism
2.4 Consumer perceptions of brand activism
2.5 Impact of brand activism on brand loyalty
2.6 Ethical considerations in brand activism
2.7 Challenges of brand activism
2.8 Success factors of brand activism
2.9 Case studies of successful brand activism campaigns
2.10 Future trends in brand activism

Chapter 3: Research Methodology
3.1 Research design
3.2 Data collection methods
3.3 Sampling techniques
3.4 Data analysis
3.5 Ethical considerations
3.6 Research limitations
3.7 Research validity and reliability
3.8 Research contribution
3.9 Research implications

Chapter 4: Discussion of Findings
4.1 Consumer perceptions of brand activism initiatives
4.2 Impact of brand activism on brand loyalty
4.3 Success factors of effective brand activism campaigns
4.4 Comparison of different types of brand activism
4.5 Ethical considerations in brand activism
4.6 Challenges faced in implementing brand activism
4.7 Corporate values and purpose alignment with brand activism
4.8 Recommendations for companies engaging in brand activism
4.9 Future research directions
4.10 Conclusion

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Conclusion
5.3 Implications for theory and practice
5.4 Recommendations for future research
5.5 Conclusion

Thesis Overview:

Brand activism has become a key strategy for companies to connect with consumers, promote corporate values, and drive social change. This thesis aims to explore the effectiveness of brand activism in promoting corporate values and purpose, by examining the impact of these initiatives on consumer perceptions and brand loyalty.

The literature review will provide a comprehensive overview of brand activism, including its history, theoretical framework, types, consumer perceptions, impact on brand loyalty, ethical considerations, challenges, success factors, and case studies. The research methodology will outline the design, data collection methods, sampling techniques, data analysis, ethical considerations, limitations, validity, and reliability of the study.

The discussion of findings will analyze consumer perceptions of brand activism, its impact on brand loyalty, success factors, challenges, ethical considerations, alignment with corporate values and purpose, and recommendations for companies. The conclusion and summary will highlight key findings, implications for theory and practice, recommendations for future research, and a conclusion on the effectiveness of brand activism in promoting corporate values and purpose.

Overall, this thesis aims to contribute to the existing literature on brand activism and provide valuable insights for companies looking to engage in brand activism initiatives.

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