• Corpus ID: 56264235

1 6-9-2007 CELEBRITY ENTREPRENEURSHIP : INSIGHTS FOR NEW VENTURE STRATEGY

@inproceedings{Hunter201316C,
  title={1 6-9-2007 CELEBRITY ENTREPRENEURSHIP : INSIGHTS FOR NEW VENTURE STRATEGY},
  author={Erik Hunter},
  year={2013}
}
In this study we investigate a relatively new empirical phenomenon: Celeb rity Entrepreneurship. By conducting three experiments on a total of 314 participants, designed to refl ect a new venture promotional setting, we find support for our hypothesis that celebrity entrepreneur s are more effective communicators than ordinary celebrity endorsers. This is apparently due to an incre ase in their perceived involvement with the companies they endorse. Specifically, our results show that increa si… 

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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
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Increasingly, celebrities appear not only as endorsers for products but are apparently involved in entrepreneurial roles in the ventures that market the products they promote. We call this phenomenon
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