Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands

Purpose This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration. Design/methodology/approach This study consisted of a survey administered to consumers who are current users of Samsung or Apple electronic devices. The survey targeted only users who had some level of university studies to homogenize the sample’s characteristics. The data were analyzed using structural equation modeling. Findings Results support the two-step nature of customer inspiration, with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth and repurchase intention were validated as its consequences. Originality/value This study aids understanding of the role of customer inspiration as a conceptual and empirical construct in consumer behavior by including brand experience as an inspiration stimulus, as well as other constructs that relate to inspiration. This study also describes possible strategic implications when using brands of electronic devices as sources of inspiration.