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

Weichen Teng, Yaohua Su*, Tien Tien Liao, Cang Liang Wei

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Article number102004
JournalJournal of Retailing and Consumer Services
Volume54
DOIs
Publication statusPublished - 2020 May

Keywords

  • Celebrity brand
  • Celebrity business venture
  • Celebrity entrepreneurship

ASJC Scopus subject areas

  • Marketing

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