The case of the Jollibee funko pop: Understanding international brand alliances and purchase motivations of limited-edition collectibles

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Archival Material/Manuscript

Publication Date

2020

Physical Description

15 pages

Abstract

Using a case-based approach, this exploratory study seeks to understand purchase and collection motivations of buyers of the Jollibee Funko Pop. It will also explore perceptions on the brand collaboration between Philippine-based Jollibee and United States-based Funko. While most studies on co-branding use simulated alliances, this study provides a real example of an international branding collaboration, thereby providing a nuanced understanding of co-branding spillover effects, and how a consumer’s willingness to identify with a brand motivates their purchase and collection decisions.

html

Disciplines

Marketing

Keywords

Advertising characters, Branding (Marketing)

Upload File

wf_no

This document is currently not available here.

Share

COinS