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Discussion and Take-Aways

  • Florentine FrentzEmail author
Chapter
  • 11 Downloads
Part of the Handel und Internationales Marketing Retailing and International Marketing book series (HIM)

Abstract

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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Copyright information

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020

Authors and Affiliations

  1. 1.Chair of Marketing and RetailingUniversity of SiegenSiegenGermany

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