The case of the Jollibee funko pop: Understanding international brand alliances and purchase motivations of limited-edition collectibles
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-brand...
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| Main Authors: | , |
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| Format: | text |
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Animo Repository
2020
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/11284 |
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| Institution: | De La Salle University |
| Summary: | 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. |
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