Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Celebrity Entrepreneurship: Communication Effectiveness through Perceived Involvement
Jönköping University, Jönköping International Business School. Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS Entrepreneurship Centre. Jönköping University, Jönköping International Business School. Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2007 (English)In: International Journal of Entrepreneurship and Small Business, ISSN 1476-1297, Vol. 4, no 5, 505-527 p.Article in journal (Refereed) Published
Abstract [en]

 

Increasingly, celebrities appear not only as endorsers for products but are apparently involved in entrepreneurial roles—as initiators, part owners and/or in managerial capacities—in the ventures that market the products they promote. We call this phenomenon Celebrity Entrepreneurship. Whether or not this type of involvement on the part of the celebrity is original and genuine, it may be suspected that celebrity entrepreneurs are more effective communicators than typical celebrity endorsers. This research hypothesizes that such is the case. Further, we hypothesize that this is because celebrity entrepreneurship leads to higher perceptions of a source’s Involvement—an endorser quality hitherto neglected in the marketing communication literature—which in turn affects traditional outcome variables such as Aad (Attitude toward the ad) and Abr (Attitude towards the brand). Based on two experiments using subjects from the relevant product target group (n=88 and n=77) we tested their reactions to advertisements containing the celebrity Cameron Diaz after exposure to one of three experimental conditions: entrepreneur; mere endorser, and no information (control). The results confirm that a) involvement can successfully be operationalized as distinct from variables previously shown to influence communicator effectiveness (trustworthiness, attractiveness and expertise), b) involvement has a positive effect on Aad and Abr over and above the traditional predictors and control variables, and c) the celebrity entrepreneur condition in the experimental manipulation leads to increased perceived involvement.

Place, publisher, year, edition, pages
2007. Vol. 4, no 5, 505-527 p.
Keyword [en]
Celebrity Entrepreneurship, endorsement, source attractiveness, source credibility
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-7891OAI: oai:DiVA.org:hj-7891DiVA: diva2:173775
Available from: 2009-02-17 Created: 2009-02-17 Last updated: 2009-03-10Bibliographically approved

Open Access in DiVA

No full text

Authority records BETA

Hunter, ErikDavidsson, Per

Search in DiVA

By author/editor
Hunter, ErikDavidsson, Per
By organisation
Jönköping International Business SchoolJIBS, Business AdministrationJIBS, EMM (Entrepreneurship, Marketing, Management)JIBS Entrepreneurship Centre
In the same journal
International Journal of Entrepreneurship and Small Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 201 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf