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March 17, 2026International Journal of Event and Festival Management

Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers

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Authors

NHNhi Thao Ho-MaiPNPhong Dong NguyenVTVinh Trung Tran

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Overview

Explores how celebrity brand love drives event co-creation and pay-a-premium intents for Generation Z, suggesting important marketing strategies.

Key Points

  • To explore how celebrity brand love influences Generation Z's willingness to co-create events and pay a premium.
  • Utilized self-determination theory to build a serial mediation model
  • Employed partial least squares structural equation modeling for analysis
  • Collected data through paper-based and online surveys of 645 Vietnamese Gen Z followers of celebrities
  • Celebrity brand love enhances willingness to participate in co-creation experiences
  • Identified two motivational pathways: intrinsic (escapism) and extrinsic (external socialization) leading to co-creation
  • Both pathways significantly influence willingness to pay a premium for events

Cite This Study

Ho-Mai et al. (2026) studied this question.

synapsesocial.com/papers/69b8f11edeb47d591b8c60a2https://doi.org/10.1108/ijefm-04-2025-0049
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