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

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48815

Title:	An exploration of celebrity business ventures and their appeal to fans and non-fans
Authors:	Teng, WC (Teng, Weichen) Su, YH (Su, Yaohua) Liao, TT (Liao, Tien-Tien) Wei, CL (Wei, Cang-Liang)
Contributors:	國貿系
Keywords:	Celebrity brand Celebrity business venture Celebrity entrepreneurship
Date:	2020-05
Issue Date:	2020-11-09 13:53:55 (UTC+8)
Abstract:	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.
Relation:	JOURNAL OF RETAILING AND CONSUMER SERVICES 卷冊: 54 文獻號碼: 102004
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

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