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Providing a New Perspective on Understanding and Measuring of Customer Inspiration
Engelsk
Bogcover for Providing a New Perspective on Understanding and Measuring of Customer Inspiration af Lisa Stoll, 9783658358938
Specifikationer
Sprog:
Engelsk
Sider:
140
ISBN-13:
9783658358938
Indbinding:
Paperback
ISBN-10:
3658358939
Udg. Dato:
12 nov 2021
Størrelse i cm:
21,0 x 14,8
Serie:
Oplagsdato:
12 nov 2021
Forfatter(e):

Providing a New Perspective on Understanding and Measuring of Customer Inspiration

Engelsk
Paperback 2021
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
140
ISBN-13:
9783658358938
Indbinding:
Paperback
ISBN-10:
3658358939
Udg. Dato:
12 nov 2021
Størrelse i cm:
21,0 x 14,8
Serie:
Oplagsdato:
12 nov 2021
Forfatter(e):
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