The effect of fan-themed apparel products’ signal explicitness on fans’ perceptions: the moderating effect of fanship

Abstract

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. The study yielded several theoretical and practical implications. First, the study contributed to the literature on signaling theory, extending the definition of subtle signals to include a more diverse range of design details, such as the content of graphics rather than the visibility and size of brand logos. The study also extended the use of signaling theory and optimal distinctiveness theory to new research areas of fan-themed products. Second, practical implications for producers, marketers, and retailers of fan-themed apparel included the consideration of developing fan-themed apparel with subtle signals, co-creating products with fans, and targeting female fans through more inclusive merchandising practices.