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

• Main Authors: Vergara, Raymond Allan, Santos, Joseph Emil N.
• Format: text
• Published: Animo Repository 2019
• Subjects: Branding (Marketing); Brand name products; Advertising characters; Business Administration, Management, and Operations; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/11283
• Institution: De La Salle University

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.