Make your fans mine: the effects of value co-creation with idols on brand advocacy

Purpose As celebrity marketing demands greater authenticity, brands are increasingly turning to co-creation strategies. This study aims to examine, from fans’ perspectives, (1) the core dimensions of idol-brand co-creation and (2) the psychological pathways translating such collaborations into brand advocacy, framed through ingroup-outgroup dynamics in social identity theory. Design/methodology/approach A mixed-methods design was adopted, combining a modified Delphi method in Study 1 with partial least squares structural equation modeling in Study 2. Data were collected from 924 Chinese fans via an online questionnaire survey. Findings Study 1 conceptualizes idol-brand co-creation as a multidimensional construct comprising two dimensions: co-development and co-promotion. Study 2 subsequently shows that such alliances between idols and brands enhance fans’ perceptions of brand coolness and strengthen their satisfaction with the idol-brand relationship. These factors, in turn, positively affect brand preference, which subsequently drives brand advocacy. Furthermore, accounting for individual differences, the analysis reveals that brand identification moderates the relationship between brand preference and brand advocacy. Originality/value This study advances the concept of idol-brand co-creation and its implications for brands. Unlike traditional approaches centered on meaning transfer, it underscores the potential of harnessing fan advocacy as a strategic, shareable asset. By accounting for the distinctive, communal psychology of fandoms, the findings offer actionable insights for engaging fan-driven markets.