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Nhi Thao Ho-Mai
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Journal Articles
Motivation pathways from celebrity brand love to event co-creation and pay-a-premium intentions for generation Z consumers
Available to PurchaseNhi Thao Ho-Mai, Phong Dong Nguyen, Vinh Trung Tran, Vien Ky Nguyen, Tram Huyen Thi Thai, Hue Kim Thi Nguyen, Phuong Kim Thi Tran
International Journal of Event and Festival Management 1–19.
Published: 17 March 2026
