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Celebrity capital as a strategic asset: Implications for new venture strategies
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management).
2009 (English)In: Entrepreneurial Strategic Content, Greenwich, Conn.: JAI Press , 2009, 137-160 p.Chapter in book (Other academic)
Abstract [en]

Despite an increase in businesses started by celebrities, we have limited understanding as to how celebrity entrepreneurs benefit new ventures. Drawing on a reputational capital perspective, we develop the notion of celebrity capital and show how it can be used to uniquely differentiate the venture and to overcome liabilities of newness. We discuss how celebrity capital can negatively influence the venture in terms of limiting the scope of the venture and when negative information about the celebrity surfaces. We discuss the different strategic implications of celebrity capital for ventures using celebrity entrepreneurs versus endorsers.

Place, publisher, year, edition, pages
Greenwich, Conn.: JAI Press , 2009. 137-160 p.
Series
Advances in Entrepreneurship, Firm Emergence, and Growth, ISSN 1074-7540 ; 11
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-5900DOI: 10.1108/S1074-7540(2009)0000011007ISBN: 978-1-84855-422-1 (print)OAI: oai:DiVA.org:hj-5900DiVA: diva2:36720
Available from: 2008-07-24 Created: 2008-07-24 Last updated: 2009-05-25Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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Language
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