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An exploration of celebrity business ventures and their appeal to fans and non-fans

Weichen Teng, Yaohua Su, Tien-Tien Liao and Cang-Liang Wei

Journal of Retailing and Consumer Services, 2020, vol. 54, issue C

Abstract: Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity's venture brand. Customers’ perceived congruence between a celebrity and the celebrity's business significantly affects their brand attitudes. Additionally, this study finds that a celebrity's credibility can only increase fans’ positive attitudes toward the celebrity's venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude.

Keywords: Celebrity brand; Celebrity business venture; Celebrity entrepreneurship (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1016/j.jretconser.2019.102004

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