Successful brands increasingly attempt to place customer inspiration in the centre of their brand communication. Companies like IKEA, BMW, Adidas, Tesco, Emirates and even the discounter Aldi use the expression "inspiration" in different variants within their marketing activities. They try to profit from the results that first studies in marketing research have shown: Inspired customers feel good and buy more. However, it remains unclear how inspiration evolves in the mind of the customer and above all by which source. Finally, today's customers are exposed to plenty of stimuli and information, which all could be inspiring in their own way. This study provides first insights about which marketing tools are particularly suitable for the implementation of customer inspiration and thereby generate an increase in purchases.
