Discussion

Abstract

This chapter discusses the implications and limitations of the present study’s results. In section 6.1, I discuss the implications for theoretical development in the marketing discipline. Subsequently, in section 6.2 I focus on the implications of this research for managerial practice. Section 6.3 then examines the methodological implications that can be derived from the study. I then conclude, in section 6.4, with a discussion of the limitations and avenues for future research.