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Celebrity Entrepreneurship: Insights for New Venture Strategy
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2007 (English)In: Frontiers of entrepreneurship research 2007: Proceedings of the Twenty-Seventh Annual Entrepreneurship Research Conference / [ed] Andrew Zacharakis et al., Wellesley, MA.: Babson College , 2007Conference paper, Published paper (Other academic)
Abstract [en]

In this study we investigate a relatively new empirical phenomenon: Celebrity Entrepreneurship. By conducting three experiments on a total of 314 participants, designed to reflect a new venture promotional setting, we find support for our hypothesis that celebrity entrepreneurs are more effective communicators than ordinary celebrity endorsers. This is apparently due to an increase in their perceived involvement with the companies they endorse. Specifically, our results show that increasing levels of perceived involvement has a positive effect on attitudes towards new ventures and advertisements.

Place, publisher, year, edition, pages
Wellesley, MA.: Babson College , 2007.
Series
Frontiers of entrepreneurship research, ISSN 0740-7416 ; 2007
Keywords [en]
Celebrity Entrepreneur, Celebrity Entrepreneurship, Source Credibility, Celebrity Endorsement, Endorsement
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-5813ISBN: 091089728X (print)OAI: oai:DiVA.org:hj-5813DiVA, id: diva2:36633
Conference
The Twenty-Seventh Annual Entrepreneurship Research Conference, Madrid, Spain
Available from: 2008-06-15 Created: 2008-06-15 Last updated: 2013-11-05Bibliographically approved

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Hunter, ErikDavidsson, PerAnderson, Helén

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CiteExportLink to record
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Citation style
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Output format
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