How did the availability of sustainable merchandise and athlete sportswear at the Paris 2024 Olympics influence consumer purchasing decisions and brand loyalty among environmentally conscious millennials?

Please check the uploaded files to look for exact rules and formatting about the master thesis. BUT KEEP APPENDIX AND REFERENCE OUT FROM THE PAGE COUNT (THESE ARE ADDITIONAL PAGES) Original Title: “How did the availability of sustainable merchandise and athlete sportswear at the Paris 2024 Olympics influence consumer purchasing decisions and brand loyalty among environmentally conscious millennials, and what insights can guide future marketing strategies for luxury brands to effectively promote sustainable fashion?” To Do / Change:Recommendation from Supervisor: “My first recommendation is that you should simplify the research question, as it encompasses many questions, some of which are difficult to answer. 1. How did the availability of sustainable merchandise and athlete sportswear at the Paris 2024 Olympics influence consumer purchasing decisions2. and brand loyalty among environmentally conscious millennials, and3. what insights can guide future marketing strategies for luxury brands to effectively promote sustainable fashion?” “Purchase decision and brand loyalty are different concepts. The purchase decision is measured among non-consumers of the brand / Loyalty among consumers.That means you have to ask two different targets and if we complicate it even more, are you going to ask users and non-users of all the brands that have been present in Paris? You’re going to need a lot of time.The third question can only be answered by experts and finding experts from all brands is almost impossible. My recommendation, focus on one brand by doing a case study and simplify the question.Eliminate the third question and say it in conclusions.” 2nd Recommendation from Supervisor: “You should give priority to academic bibliography over non-academic bibliography (Bain, etc.), even if the latter is sometimes more interesting for your thesis. In the academic literature you will not exactly find information about your research question, it is new, it has never been formulated, but you can start by defining sustainability, fashion, sustainable fashion, luxury, sustainability, and luxury (there is a lot written about it). Remember that in a thesis it is just as important what you provide (your primary data and conclusions) as it is that you follow all the rules and steps imposed on you.” Master Thesis Rules (additional from PDF): RM – deliverables, grading, general remarks• The main deliverable: First draft of the introduction of your thesis• appr. 3 pages plus references, further details will be announced in January 2024• Submission deadline end of March 2024• We will support and teach you according to academic standards in the RM course. However, the actualrequirements for your thesis are defined by your supervisor.The AWS course does not replace your cooperation with your supervisor! Some Basic Rules• Read your predecessors• Quote your sources• Be explicit in your research question• State which gap you want to fill• Explain what you did (ideally, be replicable)• Discuss your findings in the light of literature • Make your contribution explicit• Highlight issues and limitations What makes a good title?It must give very specific information on the article’s content• The causal relationship between which variables are examined?It can give information regarding• The methodology or type of analysis used (“instrumental variableapproach” or “meta-analysis”)• The sample used (Chinese managers…)The title is the selling point of your article and can be catchy!“Titles need to be comprehensible and enticing to a potential reader […], while at the same time not being so general or vague as to obscure what the paper is about.” (Nature Magazine) Standard Structure of a Thesis 1. Abstract2. Literature Review + Theoretical Background3. Methodology4. Analysis5. Discussion6. Conclusion

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