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Celebrity Entrepren...
Celebrity Entrepreneurship : Insights for New Venture Strategy
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- Hunter, Erik (författare)
- Jönköping University,IHH, EMM (Entreprenörskap, Marknadsföring, Management)
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- Davidsson, Per (författare)
- Jönköping University,IHH, EMM (Entreprenörskap, Marknadsföring, Management)
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- Anderson, Helén (författare)
- Jönköping University,IHH, EMM (Entreprenörskap, Marknadsföring, Management)
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(creator_code:org_t)
- Wellesley, MA. Babson College, 2007
- 2007
- Engelska.
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Ingår i: Frontiers of entrepreneurship research 2007. - Wellesley, MA. : Babson College. - 091089728X
- Relaterad länk:
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https://urn.kb.se/re...
Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Celebrity Entrepreneur
- Celebrity Entrepreneurship
- Source Credibility
- Celebrity Endorsement
- Endorsement
Publikations- och innehållstyp
- vet (ämneskategori)
- kon (ämneskategori)
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