Celebrity Entrepreneurship: Insights For New Venture Strategy
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.
Impact and interest:
Citation counts are sourced monthly from and citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
|Item Type:||Conference Paper|
|Keywords:||Enterpreneurship, Venture, Strategy, Celebrity|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Organisational Planning and Management (150312)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
|Divisions:||Current > Research Centres > Australian Centre for Business Research
Current > Research Centres > Australian Centre for Entrepreneurship
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||03 Mar 2008 00:00|
|Last Modified:||29 Feb 2012 13:39|
Repository Staff Only: item control page