Antecedents and consequences of customer inspiration: An empirical study in the context of electronic devices

Christian Libaque-Saenz; Martin Hernani-Merino; Gustavo Noel

Antecedents and consequences of customer inspiration: An empirical study in the context of electronic devices

Research output: Contribution to conference › Paper

Abstract

In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed

Original language	English
Number of pages	16
State	Published - 2019
Event	XLIII Encontro da ANPAD - Universidade Mackenzie - São Paulo, São Paulo, Brazil Duration: 2 Oct 2019 → 5 Oct 2019 Conference number: XLIII https://doi.org/10.21714/2177-2576EnANPAD2019

Conference

Conference	XLIII Encontro da ANPAD
Country/Territory	Brazil
City	São Paulo
Period	2/10/19 → 5/10/19
Internet address	https://doi.org/10.21714/2177-2576EnANPAD2019

Bibliographical note

Trabajo presentado en la sección: MKT - Marketing. Tema de interés: Tema 1 - Comportamento do Consumidor

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production
SDG 17 Partnerships for the Goals

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https://arquivo.anpad.org.br/abrir_pdf.php?e=Mjc0Mzc=License: Unspecified

Cite this

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title = "Antecedents and consequences of customer inspiration: An empirical study in the context of electronic devices",

abstract = "In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed",

keywords = "Customer Inspiration, Electronic Devices",

author = "Christian Libaque-Saenz and Martin Hernani-Merino and Gustavo Noel",

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language = "English",

url = "https://doi.org/10.21714/2177-2576EnANPAD2019",

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T1 - Antecedents and consequences of customer inspiration

T2 - XLIII Encontro da ANPAD

AU - Libaque-Saenz, Christian

AU - Hernani-Merino, Martin

AU - Noel, Gustavo

N1 - Conference code: XLIII

PY - 2019

Y1 - 2019

N2 - In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed

AB - In the current globalized and technology-based era, companies are developing various strategies to gain new customers and lead the market. The positioning and empowerment of brands is one of these strategies. This option aims to inspire consumers by identifying themselves with a brand. Our study proposes a theoretical model to understand and assess the electronic devices brands as inspirational sources. We focused on leader brands in the global electronics market such as Apple, Samsung and Huawei. Constructs of Psychology and Marketing literature were used to empirically validate the nomological network of inspiration. Finally, theoretical and practical implications are discussed

KW - Customer Inspiration

KW - Electronic Devices

UR - https://www.mendeley.com/catalogue/74f7bcfb-4d78-3e95-8b40-41a305a0154c/

M3 - Paper

Y2 - 2 October 2019 through 5 October 2019

ER -

Antecedents and consequences of customer inspiration: An empirical study in the context of electronic devices

Abstract

Conference

Bibliographical note

UN SDGs

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