The Dynamics of Employee Co-creation of Brand Value: A Structural Model of Stress, Motivation, and Performance in the Wedding Industry

Abstract

The Vietnamese wedding industry is undergoing a rapid transition from traditional family rituals to a multibillion-dollar market characterized by increasing professionalization and luxury wedding tourism. Within this high-contact service environment, understanding how employees contribute to brand value co-creation is crucial for organizational competitiveness. This study delves into the intricate relationships among job stress, work motivation, task, and contextual performance within the southern Vietnam wedding industry, with a specific focus on their collective influence on brand value co-creation among employees. Positive associations manifest between contextual performance and work motivation, demonstrating a robust connection with co-creation, while job stress exhibits a notable and negative association. Through mediation analysis, the study reveals job stress’s detrimental impact on co-creation, mediated sequentially, and work motivation’s positive influence on co-creation, mediated through contextual performance. Practical recommendations emphasize the importance of mitigating job stress and fostering motivation and performance. Tailored strategies, crafted to address industry-specific challenges, furnish actionable insights for scholars and practitioners dedicated to optimizing brand value co-creation in this unique context.