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Celebrity Entrepreneurship: Insights For New Venture Strategy

By Erik Hunter, Per Davidsson and Helen Andersson

Abstract

In this study we investigate a relatively new empirical phenomenon: Celebrity Entrepreneurship. By conducting three experiments on a total of 314 participants, designed to reflect a new venture promotional setting, we find support for our hypothesis that celebrity entrepreneurs are more effective communicators than ordinary celebrity endorsers. This is apparently due to an increase in their perceived involvement with the companies they endorse. Specifically, our results show that increasing levels of perceived involvement has a positive effect on attitudes towards new ventures and advertisements

Topics: 150312 Organisational Planning and Management, 150300 BUSINESS AND MANAGEMENT, Enterpreneurship, Venture, Strategy, Celebrity
Publisher: Babson College
Year: 2007
OAI identifier: oai:eprints.qut.edu.au:12835

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