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. About the author Lisa Stoll currently works in market research helping clients to growbrands with extraordinary creative and maximize ROI. During her time as a research assistant at the Institute for Market-based Management at LMU Munich she wrote her dissertation. Her research focus is in consumer research, advertising effectiveness and marketing theory.

Autorentext

Lisa Stoll currently works in market research helping clients to grow brands with extraordinary creative and maximize ROI. During her time as a research assistant at the Institute for Market-based Management at LMU Munich she wrote her dissertation. Her research focus is in consumer research, advertising effectiveness and marketing theory.

Inhalt

Study I: Definition and Conceptualization of Customer Inspiration.- Motivation.- Literature Review.- A Qualitative Study to Define Customer Inspiration.- Results.- Discussion.- Study II: Measurement Model of Customer Inspiration.- Motivation.- Theoretical Background.- Conceptualization and Index Development Procedure.- Index Development.- Discussion.- Study III: The Explanatory Power of Customer Inspiration.- Motivation.- Literature Review and Hypotheses.- Study 1.- Study 2.- Discussion.