Celebrity entrepreneurship: communication effectiveness through perceived involvement

  title={Celebrity entrepreneurship: communication effectiveness through perceived involvement},
  author={Erik Hunter and Per Davidsson},
  journal={International Journal of Entrepreneurship and Small Business},
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 Celebrity Entrepreneurship. We hypothesise that celebrity entrepreneurs are more effective communicators than typical celebrity endorsers. Further, we hypothesize that this is because celebrity entrepreneurship leads to higher perceptions of Involvement – an endorser quality hitherto neglected in… 

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