Summary, critical consideration and outlook

  • Ulrike Arnhold


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.


Partial Little Square Brand Commitment User Generate Content Personal Brand Brand Management 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010

Authors and Affiliations

  • Ulrike Arnhold

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