Stars as ‘human brands’ help consumers to assess the uncertain quality of experiential products and provide an important risk-reducing function. Nevertheless, managers of (fully integrated) media companies should be aware of potentially differences in the impact of stars across industries when making budget allocation decisions or deciding on the appropriate remuneration of stars. Based on a unique dataset the authors compare, for the first time, the impact of stars on product success across movies, books, and musical recordings. The results indicate significantly positive effects of star power in all three media industries but reveal substantial differences regarding the effect sizes.
Entertainment industry; Movies; Books; Musical recordings; Star Power
Main Research Area:
39th Annual Conference of the European Marketing Academy, 2010