Outline Of A Study On A Research Study - 2079 Words

E. Conclusion The final chapter of this dissertation is to reflect on the theories applied in the study, to give managerial insights, and to highlight the findings in answering the research questions. The implications for further research are also emphasised. 5.1 Academic Implications The present research both provides confirmation of and adds aspects to the theoretical, methodological and empirical position. First, the findings contribute to Baudrillard’s symbolic consumption (1993, 1994, 1988), consumers want a ‘symbolic exchange value’ to represent themselves and reflect their social class. His sign system is useful to describe how marketing elements attach symbolic meaning to brands. Apart from social status, the results also identify†¦show more content†¦Consequntly, further research can use these considerations as a foundation to understand consumers’ purchasing behaviour and symbolic consumption. Specifically, the study suggests that most respondents feel the need to develop their self-identities to be more mature. While, the netnographic findings also shows that social values have a strong impact on the individual’s consumption. Fourth, although many recent studies have applied Aaker s brand personality scale (BPS), the big five (2002), to measure brand personality, the study suggests that the BPS may not be practical to apply to fashion brands since personalities can overlap. For example, it is not as simple only putting women on a sophistication scale and men on a ruggedness scale. The findings show that the individual’s personality is important, not only gender. A male respondent like Jo is more fascinated by fashion brands than a female respondent like Pin. Fifth, the research confirms the findings of Holbrook Schindler (1989), Leslie, Sparling Owen (2001) and Grant Waite (2003), families and friends are strong factors which influence the consumption patterns of young adults. Interestingly the results from both interviews and Netnography indicate that primary groups like family and close friends are dominant influences. Moreover, celebrity endorsements on social media have become popular among young Thai adults