@inproceedings{29d08c115c644710b9e72befd551d13d,
title = "An exploration of marketing risks in celebrity business ventures",
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.",
keywords = "Brand attitude, Celebrity business venture, Celebrity entrepreneurship, Perceived congruence",
author = "Teng, {Wei Chen} and Wei, {Cang Liang} and Su, {Yao Hua}",
note = "Publisher Copyright: {\textcopyright} 2017 IEEE.; 24th Annual International Conference on Management Science and Engineering, ICMSE 2017 ; Conference date: 17-08-2017 Through 20-08-2017",
year = "2017",
month = jul,
day = "2",
doi = "10.1109/ICMSE.2017.8574414",
language = "English",
series = "International Conference on Management Science and Engineering - Annual Conference Proceedings",
publisher = "IEEE Computer Society",
pages = "495--500",
editor = "Ma Tao and Shao Zhen and Ji Yuan",
booktitle = "2017 International Conference on Management Science and Engineering - 24th Annual Proceedings, ICMSE 2017",
}