Summary, critical consideration and outlook

Abstract

This last section summarizes the results of this thesis. First, the key findings regarding the theoretical and methodological research objectives of this study are presented. Second, the praxeological objective is addressed by showing managerial implications. Third, the research methodology and results are critically considered, by pointing out limitations in design and analysis approach but also contributions to the existing body of academic literature. Both the summary and the critical consideration are kept short at this point. More comprehensive summaries and discussions can be found within the individual sections. This thesis closes by providing manifold indications for future research in the field of user generated branding.