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The effect of fan-themed apparel products’ signal explicitness on fans’ perceptions: the moderating effect of fanship | Fashion and Textiles | Full Text

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This study investigated how film franchise fans with varying levels of fanship perceive subtle versus explicit signals featured on fan-themed apparel products. A between-subjects experimental design was conducted with two fan-themed t-shirt designs (explicit vs. subtle) × fanship (low vs. high). In this study, the joint effect between subtle vs. explicit designs and fanship was examined to address perceived differentiation, social connection, and purchase intention. For perceived differentiation and social connection, fans with high fanship perceived the subtle design to be more effective than explicit designs. While fans with low fanship perceived the subtle design to be more effective for differentiation, they perceived that the explicit design facilitated social connection more than the subtle design. When fans perceived that signals featured on fan-themed apparel products differentiated themselves from others and facilitated social connection, their purchase intentions increased. T

Introduction Fan-themed merchandise related to film franchises is important to the entertainment industry, as many of its companies are top licensors that generate billions of dollars in merchandise sales, thus making merchandise a highly profitable sector of the film industry (Affuso & Santo, 2018). In the worldwide licensed merchandise industry, entertainment/character-based merchandise sales were the fourth-largest category among licensed merchandise in 2017, rising to the top category in 2019 when it generated $128.4 billion in sales revenue (Licensing International, 2021). The…

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