Discussion and Take-Aways
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At the beginning of this dissertation, three objectives were formulated: (1) to refine and broaden the understanding of FWB and its development; (2) to identify ways in which consumers can be effectively supported in their development and maintenance of FWB; and (3) to show how companies can use the concept of FWB in marketing strategies to achieve a competitive advantage. In the course of the dissertation, six essays have been presented in which these objectives have been pursued. In the following section, the most important findings are presented and discussed, based on which recommendations for research and practice are deduced.
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