Message framing and celebrity endorsement in masstige brand advertising: an organismic integration perspective on Gen Z female consumers’ motivational regulation

Purpose This study draws on the Organismic Integration Theory of Motivation. It aims to identify the antecedents and consequences of masstige brand value (MBV) among Gen Z female consumers in fashion brand advertising. Specifically, it examines how celebrity endorsement and message framing in advertising influence MBV and customers’ motivational regulations. It also investigates the role of brand credibility as a moderator. Design/methodology/approach Two focus group studies (Studies 1 and 2) were conducted to select brands and celebrities and to evaluate the content validity of message frames using four simulated/imaginary ads. Study 3 was a quasi-experiment (n = 540, Gen Z females) using a 2 × 2 factorial design with two factors: celebrity endorsement type (local vs. foreign) and message frame (rational vs emotional). Findings The study used fictional print advertisements as stimuli and assigned participants to four experimental groups (G1–G4) for analysis. Quasi-experimental findings indicate that promotional activities (celebrity endorsement and message framing) can activate MBV. This activation subsequently influences consumers’ intrinsic, identified, introjected and extrinsic motivations. In addition, brand credibility (as a moderator) strengthens the effect of celebrity endorsement on MBV. Originality/value This research significantly strengthens advertising literature on MBV and consumer motivational regulations. This research investigates the unexplored phenomenon of how promotional activities, such as message framing and celebrity endorsement, influence masstige branding. To the best of our knowledge, this study is the first to empirically test the moderating role of brand credibility in the relationship between celebrity endorsement and message framing among Gen Z females in Pakistan. Furthermore, this study examines how MBV affects consumer motivational regulations. This topic remains understudied among Gen Z females in Pakistan.