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

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

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

5 引文 斯高帕斯(Scopus)

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.

原文英語
文章編號102004
期刊Journal of Retailing and Consumer Services
54
DOIs
出版狀態已發佈 - 2020 五月

ASJC Scopus subject areas

  • 行銷

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