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Star power as quality signal or marketing effect? A path analysis on China's motion‐picture industry.
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- Author(s): Kang, Lili; Peng, Fei
- Source:
International Journal of Finance & Economics; Jul2024, Vol. 29 Issue 3, p3639-3655, 17p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: This study investigates the relationship between star power, artistic excellence, and the commercial success of Chinese movies from 2009 to 2018 based on a two‐path structural model. Artistic excellence was measured based on industry recognition; more specifically, the winners of seven major movie awards in the greater China region, which reflect the critical and popular evaluations of reviewers and consumers. The commercial success was measured by box office performance and the level of buzz among the audience. While the paths of artistic excellence and commercial movie success are essentially separable, as well as conceptually and empirically distinct, movie star power may influence both. Our findings indicate that star power had negative signal effects on critical and popular evaluation as well as industry recognition, but positive marketing effects on critical and popular buzz as well as box office performance. Indeed, star power has indirect positive effects that can outweigh its negative effects. Thus, star power is the key to success in these two seemingly unrelated paths in China. Moreover, these findings have several implications for international investors, producers, actors, and directors who are participating in the Chinese motion picture industry. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of International Journal of Finance & Economics is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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