Chapter 6: Synthesising Insights: Discussion, Implications & Conclusions

This chapter offers a summary of the hypotheses in light of the findings acquired from the data analysis presented in Chapter Five. The chapter will highlight the relevance and implication of the research findings for academicians and marketing practitioners. Also, this chapter will discuss future research that can be derived from this study’s conceptual framework and empirical findings. Anchored in the four research questions outlined in Chapter Three, the discussions of the hypotheses and analysis of the findings are presented taking into account the extant literature. Subsequently, this chapter reports the consistency and also contradiction of the findings with earlier studies. This chapter ends with a summary of the chapter.