Say the quaternions real and imaginary part are written as $(q_1, \vec q)$. One useful multiplication property is $qr=(q_1r_1 - \langle\vec q, \vec r\rangle, q_1\vec r + r_1\vec q + \vec q \times \vec r)$. I am interested in why for unit quaternion $q=\left(cos\left(\frac{\phi}{2}\right), \vec v \sin\left(\frac{\phi}{2}\right)\right), |v|=1$ the formula $x'=qxq^{-1}=qxq^*$ is a rotation of the point $x$ (represented as imaginary quaternion) by an angle $\phi$ around rotation axis $\vec v$
I know a proof similar to the wikipedia proof, it justs plugs in $q$ and $q^*$, uses the multiplication property, then simplifies and the key step is to recognize that what comes out is a rotation formula .
I am looking for something more intuitive. Like for complex numbers it is easy to see that multiplying $z=re^{i\phi}$ and $e^{i\theta}$ gives you a rotation with $re^{i(\phi+\theta)}$
In this post one has for imaginary quaternion $\mathbf v$ that $e^\mathbf{v}= \cos|v|+ \mathbf{v}\;\dfrac{\sin |v|}{|v|}$ so it looks somewhat similar to $q$ from above, but I don't see how it helps me.