Merchandising/Marketing/Retailing: Management

How Do Fashion Brands and Online Games Community Affect Willingness to Pay Premiums on Physical Collaboration Products?

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Abstract

Various collaborating items have been developed from in-game items (i.e., digital items that are only available in playing games; Joy et al., 2022) to real products (i.e., physical items that consumers can actually wear; Joy et al., 2022). This study explored why consumers pay premium prices to purchase physical products in the context of fashion brands and online game collaborations. Interestingly, we found that when meditating on fashion brand loyalty, high-FCE consumers would not be likely to pay premium prices to purchase the physical collaboration item, which contradicts existing literature (Santos & Schlesinger, 2021). It suggests that loyal consumers are only loyal to the fashion brand rather than to the collaboration events. For future studies, comparing in-game and physical products would provide a more extensive understanding of the marketing effects of collaboration products.

 

Keywords: online game community, fashion brands, wwillingness to pay premiums, collaboration products

How to Cite:

Kopot, C., Kim, S. & Youn, S., (2025) “How Do Fashion Brands and Online Games Community Affect Willingness to Pay Premiums on Physical Collaboration Products?”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18858