Providing a New Perspective on Understanding and Measuring of Customer Inspiration
Language: English
Published by Springer, Berlin|Springer Fachmedien Wiesbaden|Springer Gabler, 2022
Series: Book 3 of 8 - Gabler Theses
- Softcover
- New
Seller: moluna, Greven, Germanymoluna
AbeBooks seller since July 9, 2020
Condition: New
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Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. The exploration of inspiration from a scientific perspective is not easy. Marketing scholars have also become interested in the topic and started to uncover customers inspiration in the marketing domain. First, customer inspiration is defined and conceptua.
Seller Inventory # 512678949
- Title
- Providing a New Perspective on Understanding and Measuring of Customer Inspiration
- Author
- Stoll, Lisa
- Publisher
- Springer, Berlin|Springer Fachmedien Wiesbaden|Springer Gabler
- Publication year
- 2022
- Condition
- New
- Binding
- Kartoniert / Broschiert
- Language
- English
- ISBN 10
- 3658358939
- ISBN 13
- 9783658358938
- Series
- Book 3 of 8: Gabler Theses
- Seller catalogs
- Sozialwissenschaften/Recht/Wirtschaft
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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About the Author
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