An exploration of marketing risks in celebrity business ventures

Wei Chen Teng, Cang Liang Wei, Yao Hua Su

研究成果: 書貢獻/報告類型會議論文篇章

摘要

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.

原文英語
主出版物標題2017 International Conference on Management Science and Engineering - 24th Annual Proceedings, ICMSE 2017
編輯Shao Zhen, Ji Yuan, Ma Tao
發行者IEEE Computer Society
頁面495-500
頁數6
ISBN(電子)9781538613740
DOIs
出版狀態已發佈 - 2018 12月 12
對外發佈
事件24th Annual International Conference on Management Science and Engineering, ICMSE 2017 - Nomi, 日本
持續時間: 2017 8月 172017 8月 20

出版系列

名字International Conference on Management Science and Engineering - Annual Conference Proceedings
2017-August
ISSN(列印)2155-1847

會議

會議24th Annual International Conference on Management Science and Engineering, ICMSE 2017
國家/地區日本
城市Nomi
期間2017/08/172017/08/20

ASJC Scopus subject areas

  • 管理科學與經營研究

指紋

深入研究「An exploration of marketing risks in celebrity business ventures」主題。共同形成了獨特的指紋。

引用此