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Providing a New Perspective on Understanding and Measuring of Customer Inspiration
Engelsk Paperback
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Providing a New Perspective on Understanding and Measuring of Customer Inspiration
Engelsk Paperback

720 kr
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Om denne bog

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.



Product detaljer
Sprog:
Engelsk
Sider:
140
ISBN-13:
9783658358938
Indbinding:
Paperback
Udgave:
ISBN-10:
3658358939
Udg. Dato:
12 nov 2021
Længde:
0mm
Bredde:
148mm
Højde:
210mm
Forlag:
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Oplagsdato:
12 nov 2021
Forfatter(e):
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