An exploration of celebrity business ventures and their appeal to fans and non-fans
Tien-Tien Liao and
Journal of Retailing and Consumer Services, 2020, vol. 54, issue C
Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customersâ€™ purchase intentions, this study does not find this effect. Instead, it finds that customersâ€™ purchase intentions rely mainly on customersâ€™ attitudes toward the celebrity's venture brand. Customersâ€™ 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 fansâ€™ 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)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:54:y:2020:i:c:s0969698918309123
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