Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers
Nhi Thao Ho-Mai, Phong Dong Nguyen, Vinh Trung Tran, Vien Ky Nguyen and Tram Huyen Thi Thai, Hue Kim Thi Nguyen, Phuong Kim Thi Tran
International Journal of Event and Festival Management, Scopus Q2
Using self-determination theory, this study proposes a serial mediation model to explore the motivational pathways through which...