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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