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

Nhi Thao Ho-Mai is a Ph.D. candidate at Edith Cowan University. Nhi's current research focus lies in ethical consumerism, destination marketing, consumer behavior, branding and AI. Her research has been published in the International Journal of Contemporary Hospitality Management, Journal of Research in Interactive Marketing, Asian Pacific Journal of Marketing and Logistics, Safety Science, Transport Policy, Consumer Behavior in Tourism and Hospitality, Transportation Research Part F: Traffic Psychology and Behavior, among others.

Phong Dong Nguyen is Professor in University of Economics Ho Chi Minh City, Vietnam. His current research interests include destination marketing, green business, education management and human resource management. His research has been published in the International Journal of Contemporary Hospitality Management, Tourism Review, Education and Training, International Journal of Business Research, Public Organization Review, Asia Pacific Journal of Business Administration and so on.

Vinh Trung Tran earned his Ph.D. degree in Industrial Economics from the University of Danang, Vietnam. He is currently Associate Professor in the Faculty of Tourism, University of Economics, the University of Danang. His current research focuses on customer-based brand equity, consumer behavior, destination and human resources, among others. He has co-authored several articles in prestigious journals in Vietnam and in international journals indexed by ISI and Scopus.

Vien Ky Nguyen is a Ph.D. candidate in the Ph.D. Program in Strategy and Development of Emerging Industries (Tourism Innovation Section) at National Chi Nan University, Taiwan. He is also a lecturer in the Faculty of Tourism at the University of Economics – The University of Danang, where he has been teaching and conducting research for over eleven years. His research interests include tourist behavior, destination branding, community-based tourism, film tourism, and hospitality human resource management. His work has been published in the Journal of Product and Brand Management, Journal of Research in Interactive Marketing, Social Responsibility Journal and Consumer Behavior in Tourism and Hospitality, among others.

Tram Huyen Thi Thai is Lecturer in the Faculty of Tourism, University of Economics, The University of Danang. She got a Master's degree from Angers University, France. She is currently a Ph.D. candidate in the School of Management and Marketing at Massey Business School, Massey University, Auckland, New Zealand. Her research concentrates on consumer behavior, human resources management and event management. She has a publication in the Journal of Vacation Marketing and in a prestigious Vietnamese journal.

Hue Kim Thi Nguyen holds a master's degree in Tourism from the University of Côte d'Azur (France). She is currently a Ph.D. candidate at The University of Danang, Vietnam. Her research focuses on responsible tourism management, destination management, consumer psychology, and marketing. Her work has been published in the International Journal of Contemporary Hospitality Management, Journal of Hospitality and Tourism Insights and Intellectual Economics.

Phuong Kim Thi Tran earned her Ph.D. degree in Business Administration from University of Economics Ho Chi Minh City, Vietnam. She is currently a Senior Lecturer in School of Tourism, College of Business, University of Economics Ho Chi Minh City, Vietnam. Her research is centered on sustainable tourism, brand equity, destination marketing and more. Her research has been published in the International Journal of Contemporary Hospitality Management, Journal of Research in Interactive Marketing, Tourism Review, Travel Behaviour and Society, Journal of Vacation Marketing, Journal of Product and Brand Management, Asian Pacific Journal of Marketing and Logistics, Journal of Hospitality and Tourism Insights, Social Responsibility Journal, and Transportation Research Part A: Policy and Practice, among others.