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  7. Providing a New Perspective on Understanding and Measuring of Customer Inspiration

Providing a New Perspective on Understanding and Measuring of Customer Inspiration

Lisa Stoll
Livre broché | Anglais | Gabler Theses
94,95 €
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Description

The exploration of inspiration from a scientific perspective is not easy. Due to its divine and spiritual past, the phenomenon appears mysteriously and unscientifically, although psychologists have attempted to uncover inspiration against all odds. Marketing scholars have also become interested in the topic and started to uncover customers' inspiration in the marketing domain. This book aims to advance the research about inspiration in marketing by dedicating three consecutive studies to this topic. First, customer inspiration is defined and conceptualized within the marketing domain. Second, a measurement tool is developed that helps to assess customer inspiration in an actionable way. Third, customer inspiration is placed in relation to other constructs in terms of conceptual and empirical differentiation, as well as its exploratory power.


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Parties prenantes

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Editeur:

Contenu

Nombre de pages :
140
Langue:
Anglais
Collection :

Caractéristiques

EAN:
9783658358938
Date de parution :
12-11-21
Format:
Livre broché
Format numérique:
Trade paperback (VS)
Dimensions :
148 mm x 210 mm
Poids :
213 g

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