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

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题名:	An exploration of celebrity business ventures and their appeal to fans and non-fans
作者:	Teng, WC (Teng, Weichen) Su, YH (Su, Yaohua) Liao, TT (Liao, Tien-Tien) Wei, CL (Wei, Cang-Liang)
贡献者:	國貿系
关键词:	Celebrity brand Celebrity business venture Celebrity entrepreneurship
日期:	2020-05
上传时间:	2020-11-09 13:53:55 (UTC+8)
摘要:	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.
關聯:	JOURNAL OF RETAILING AND CONSUMER SERVICES 卷冊: 54 文獻號碼: 102004
显示于类别:	[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

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