An exploration of marketing risks in celebrity business ventures

Wei Chen Teng, Cang Liang Wei, Yao Hua Su

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Recently, celebrities have enthusiastically created their own business. Although celebrity entrepreneurs think that their credibility would enhance the customer's purchase intention toward the products of their business ventures, this study find that the effect does not exist; the purchase intention relies mainly on a customer's brand attitude toward the venture which is influenced by the customer's perceived congruence between a celebrity and her/his business. Being a celebrity entrepreneur is therefore riskier than being a brand endorser.

Original languageEnglish
Title of host publication2017 International Conference on Management Science and Engineering - 24th Annual Proceedings, ICMSE 2017
EditorsShao Zhen, Ji Yuan, Ma Tao
PublisherIEEE Computer Society
Pages495-500
Number of pages6
ISBN (Electronic)9781538613740
DOIs
Publication statusPublished - 2018 Dec 12
Externally publishedYes
Event24th Annual International Conference on Management Science and Engineering, ICMSE 2017 - Nomi, Japan
Duration: 2017 Aug 172017 Aug 20

Publication series

NameInternational Conference on Management Science and Engineering - Annual Conference Proceedings
Volume2017-August
ISSN (Print)2155-1847

Conference

Conference24th Annual International Conference on Management Science and Engineering, ICMSE 2017
Country/TerritoryJapan
CityNomi
Period2017/08/172017/08/20

Keywords

  • Brand attitude
  • Celebrity business venture
  • Celebrity entrepreneurship
  • Perceived congruence

ASJC Scopus subject areas

  • Management Science and Operations Research

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