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

Nhi Thao Ho-Mai et al.

International Journal of Event and Festival Management2026https://doi.org/10.1108/ijefm-04-2025-0049article
AJG 1ABDC B
Weight
0.50

Abstract

Purpose Using self-determination theory, this study proposes a serial mediation model to explore the motivational pathways through which celebrity brand love motivates generation Z (Gen Z) followers' sense of escapism and external socialization, thereby increasing a willingness to participate in event co-creation experiences (WCCE) and a willingness to pay a premium for celebrity-promoted events (WPPE). Design/methodology/approach The conceptual model and research hypotheses were assessed using partial least squares structural equation modeling. Paper-based and online surveys were used to collect data from 645 Vietnamese Gen Z respondents who followed celebrities and were interested in various events. Findings The results revealed that celebrity brand love motivates Gen Z followers through two distinct motivational pathways, which ultimately drive WCCE and WPPE, i.e. the intrinsic pathway (i.e. escapism) and the extrinsic pathway (i.e. external socialization). Originality/value This study contributes to celebrity-based event marketing literature by clarifying the dual intrinsic-extrinsic motivational pathways through which celebrity brand love motivates and influences Gen Z followers' behavioral willingness towards celebrity-promoted events. Empirical results validated two brand love-driven motivational pathways: (1) an intrinsic pathway (celebrity brand love → Escapism → WCCE → WPPE) and (2) an extrinsic pathway (celebrity brand love → External socialization → WCCE → WPPE).

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https://doi.org/https://doi.org/10.1108/ijefm-04-2025-0049

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@article{nhi2026,
  title        = {{Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers}},
  author       = {Nhi Thao Ho-Mai et al.},
  journal      = {International Journal of Event and Festival Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ijefm-04-2025-0049},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.