Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers
Author Identifier (ORCID)
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).
Keywords
celebrity brand love, co-creation experiences, escapism, external socialization, pay-a-premium, self-determination theory
Document Type
Journal Article
Date of Publication
1-1-2026
ISSN
17582954
Publication Title
International Journal of Event and Festival Management
Publisher
Emerald
School
School of Business and Law
RAS ID
99367
Copyright
subscription content
Content Type
Metadata only
First Page
1
Last Page
19
Recommended Citation
Ho-Mai, N. T., Nguyen, P. D., Tran, V. T., Nguyen, V. K., Thai, T. H. T., Nguyen, H. K. T., & Tran, P. K. T. (2026). Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers. International Journal of Event and Festival Management. Advance online publication. https://doi.org/10.1108/IJEFM-04-2025-0049