Stoll L. Providing a New Perspective...Customer Inspiration 2021 torrent

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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.
Danksagung
Introduction
Study I: Definition and Conceptualization of Customer Inspiration
Motivation
Literature Review
Inspiration from a General and Psychological Perspective
Inspiration from a Marketing Perspective
Summary of Literature Review
A Qualitative Study to Define Customer Inspiration
Methodology
Sampling and Data Collection
Data Analysis
Results
Overview
Customer Inspiration Definition
Key Customer Inspiration Themes
Conceptual Framework of Customer Inspiration
Distinction Between Customer Inspiration and Other Constructs
Discussion
Study II: Measurement Model of Customer Inspiration
Motivation
Theoretical Background
Conceptualization and Index Development Procedure
Definition of Customer Inspiration
Index Development Procedure
Index Development
Part 1: Model Development—Qualitative Approach
Part 2: Model Validation—Quantitative Approach
Discussion
Study III: The Explanatory Power of Customer Inspiration
Motivation
Literature Review and Hypotheses
Why Consumers are Willing to Pay a Higher Price
The Explanatory Power of Customer Inspiration
Customer Inspiration Versus Brand Attitude
The Role of Brand Attitude in Marketing Research
Comparing two Measures of Customer Inspiration
Study 1
Survey Design
Measures
Analysis and Results
Study 2
Survey Design and Measures
Analysis and Results
Discussion
References