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Thilo Pfrang
Former Member
Title
Dr.
Last Name
Pfrang
First name
Thilo
Phone
+41 71 224 7184
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1 - 10 of 14
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PublicationCustomer Inspiration: Conceptualization, Scale Development, and Validation( 2017-11)
;Evanschitzky, HeinerScopus© Citations 193 -
PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 32Issue: 5
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PublicationType: journal articleJournal: Planung & Analyse: Zeitschrift für Marktforschung und MarketingVolume: 2014Issue: 3
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PublicationType: journal articleJournal: Transfer - Werbeforschung und PraxisVolume: 59Issue: 3
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PublicationType: journal articleJournal: Marketing Review St.GallenVolume: 29Issue: 5
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PublicationType: journal articleJournal: Transfer, Werbeforschung & PraxisIssue: 1
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PublicationCustomer Inspiration: Conceptualization, Scale Development, and Validation(Society of Consumer Psychology, 2016-02-26)Evanschitzky, HeinerIntroducing new ideas to customers lies at the heart of marketing, yet little is known about customers’ state of inspiration. We first conceptualize inspiration in a marketing context and then develop and validate a two-dimensional, 10-item scale to measure customer inspiration. We report four studies that involve (1) a scale development, (2) an exploration of the nomological network, (3) tests for the experimental and predictive validity, and (4) a field experiment. Empirical results show sound psychometric properties of the scale, demonstrate its unique position within its nomological network, and provide evidence for its usefulness to predict consumption-related outcomes.Type: conference paper
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PublicationType: conference paper
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PublicationCustomer Inspiration: Conceptualization, Scale Development, and Validation(American Marketing Association, 2015-02-13)
;Evanschitzky, Heiner ;Brown, TomSwaminathan, VanithaType: conference paperJournal: AMA Educators ProceedingsVolume: Volume 26 -
PublicationInspire to Delight: the Effects of Customer Inspiration on Consumers' Purchase Decisions(European Marketing Academy, 2014-06-06)Bigné, EnriqueIn an affluent consumer society characterized by an abundance of products and information customers with high demands seek new inspiration and individual solutions. However customer inspiration (CI) has hardly been considered in marketing research yet. This study explores the psychological mechanisms of CI as a new concept in marketing as well as its effects on intentional and behavioral outcome variables. Findings indicate that CI can significantly influence loyalty and purchase amount. The positive loyalty effect is partially mediated by customer delight (CD) and positive affect (PA). Unplanned spending occurs as a result of a mental process leading from CI across PA and CD. Implications for retailers are discussed and directions for future research identified.