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.
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|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|
|Last Modified:||29 Feb 2012 23:39|
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