An exploration of celebrity business ventures and their appeal to fans and non-fans
Year of publication: |
2020
|
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Authors: | Teng, Weichen ; Su, Yaohua ; Liao, Tien-Tien ; Wei, Cang-Liang |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 54.2020, p. 1-9
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Subject: | Celebrity brand | Celebrity business venture | Celebrity entrepreneurship | Celebrity-Werbung | Celebrity endorsement | Entrepreneurship | Entrepreneurship approach | Unternehmensgründung | Business start-up | Niederlande | Netherlands | Markenführung | Brand management | Werbewirkung | Advertising effects | Risikokapital | Venture capital |
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