Celebrity Entrepreneurship: Communication Effectiveness through Perceived Involvement
Hunter, Erik & Davidsson, Per (2007) Celebrity Entrepreneurship: Communication Effectiveness through Perceived Involvement. International Journal of Entrepreneurship and Small Business, 4(5), pp. 505-527.
Increasingly, celebrities appear not only as endorsers for products but are apparently involved in entrepreneurial roles in the ventures that market the products they promote. We call this phenomenon Celebrity Entrepreneurship. We hypothesise that celebrity entrepreneurs are more effective communicators than typical celebrity endorsers. Further, we hypothesize that this is because celebrity entrepreneurship leads to higher perceptions of Involvement – an endorser quality hitherto neglected in the marketing communication literature – which in turn affects traditional outcome variables such as Aad and Abr. Two experiments confirm that a) involvement can successfully be operationalised as distinct from variables previously shown to influence communicator effectiveness, b) involvement has a positive effect on Aad and Abr over and above the traditional predictors, and c) celebrity entrepreneurship in experimental manipulations leads to increased perceived involvement.
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|Item Type:||Journal Article|
|Additional Information:||For more information please contact the author Per Davidsson at firstname.lastname@example.org|
|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)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Small Business Management (150314)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 Inderscience|
|Deposited On:||18 Dec 2006|
|Last Modified:||29 Feb 2012 23:36|
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