Jollibee funko pop! A case study on international co-branding and collecting motivations

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Conference Proceeding

Source Title

7th National Business and Management Conference

Publication Date

11-2019

Abstract

The study explores the factors that motivate the purchase of the Jollibee Funko Pop figurines, how these factors motivate collecting behavior, how the Jollibee-Funko branding alliance spillover effects manifested for Jollibee, Funko and the resulting co-branded product. Using a case-based approach, this study finds that purchase and collection behavior are influenced by the internal factors of nostalgia and self-identity, and by the external factors of novelty and investment. Finding also suggest that development of Jollibee Funko Pop may have developed closer ties between Funko and the Funko Fanatic community in the Philippines.

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Disciplines

Business Administration, Management, and Operations | Marketing

Keywords

Branding (Marketing); Brand name products; Advertising characters

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