Providing a New Perspective on Understanding and Measuring of Customer Inspiration

Lisa Stoll currently works in market research helping clients to grow brands with extraordinary creative and maximize ROI. During her time as a research assistant at the Institute for Market-based Management at LMU Munich she wrote her dissertation. Her research focus is in consumer research, advertising effectiveness and marketing theory.

• Study I: Definition and Conceptualization of Customer Inspiration.- Motivation.- Literature Review.- A Qualitative Study to Define Customer Inspiration.- Results.- Discussion.- Study II: Measurement Model of Customer Inspiration.- Motivation.- Theoretical Background.- Conceptualization and Index Development Procedure.- Index Development.- Discussion.- Study III: The Explanatory Power of Customer Inspiration.- Motivation.- Literature Review and Hypotheses.- Study 1.- Study 2.- Discussion.