Celebrity Entrepreneurship: Insights for New Venture Strategy

Babson College Entrepreneurship Research Conference (BCERC) 2007

Frontiers of Entrepreneurship Research 2007

14 Pages Posted: 6 Dec 2007

See all articles by Erik Hunter

Erik Hunter

Jönköping International Business School

Per Davidsson

Queensland University of Technology - Brisbane Graduate School of Business

Helén Andersson

Jönköping International Business School

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.

Keywords: Entrepreneurship

JEL Classification: M13

Suggested Citation

Hunter, Erik and Davidsson, Per and Andersson, Helén, Celebrity Entrepreneurship: Insights for New Venture Strategy. Babson College Entrepreneurship Research Conference (BCERC) 2007; Frontiers of Entrepreneurship Research 2007. Available at SSRN: https://ssrn.com/abstract=1064601

Erik Hunter (Contact Author)

Jönköping International Business School ( email )

Jönköping, 55111
Sweden

Per Davidsson

Queensland University of Technology - Brisbane Graduate School of Business ( email )

Brisbane
Australia
+61 7 3864 2051 (Phone)
+61 7 3864 1299 (Fax)

HOME PAGE: http://www.qut.edu.au/ph_server_query.do

Helén Andersson

Jönköping International Business School ( email )

Jönköping, 55111
Sweden

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