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Providing a New Perspective on Understanding and Measuring of Customer Inspiration
Paperback
Series: Gabler Theses
ISBN13: 9783658358938
Publisher: Springer Gabler
Published: Nov 12 2021
Pages: 140
Weight: 0.47
Height: 0.36 Width: 5.83 Depth: 8.27
Language: English
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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