| 書目名稱 | Providing a New Perspective on Understanding and Measuring of Customer Inspiration | | 編輯 | Lisa Stoll | | 視頻video | http://file.papertrans.cn/763/762062/762062.mp4 | | 叢書名稱 | Gabler Theses | | 圖書封面 |  | | 描述 | .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.. | | 出版日期 | Book 2022 | | 關(guān)鍵詞 | Customer Inspiration; Kundeninspiration; Marketing Communication; Brand Purpose; Customer Brand Relation | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-658-35894-5 | | isbn_softcover | 978-3-658-35893-8 | | isbn_ebook | 978-3-658-35894-5Series ISSN 2731-3220 Series E-ISSN 2731-3239 | | issn_series | 2731-3220 | | copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
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