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,...