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I Need A Dollar ... A Friend Is What I Need - The Impact Of Social Linkage on Monetary Return.
Type
conference paper
Date Issued
2016
Author(s)
Abstract
What is the rational for remarkable variations in market values among superstars – quantified performance, or simply popularity, or both? Based on a large‐scale field data sample, we investigate the effect of actual market value differences in superstar markets. Specifically, we propose that social attachment and reputation implies notable differences in superstar income creation (market values), and suppresses the role of actual talent and performance. This research has substantial theoretical and practical implications. The proposed research offers novel insights in the field of superstar theory; specifically, we show that popularity overwhelms the effect of actual quantified performance in superstar markets, respectively that actual performance and popularity contribute separately to, and in a divergent extent on actual monetary return. Furthermore, the derived results are of great importance for practitioners. Managers can evaluate which effects explain the market value (costs) of superstars and which social positioning strategies will result in a notable monetary benefit.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Book title
Academy of Marketing Science (AMS) Conference Program
Publisher
Academy of Marketing Science (AMS)
Publisher place
Lake Buena Vista, Florida, USA
Volume
Conference Program
Start page
12
End page
13
Pages
74
Event Title
Academy of Marketing Science (AMS) Conference
Event Location
Lake Buena Vista, Florida, USA
Event Date
2016
Subject(s)
Division(s)
Eprints ID
248441