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

• Main Authors: Santos, Joseph Emil N., Vergara, Raymond Allan G.
• 格式: text
• 出版: Animo Repository 2020
• 主題: Advertising characters, Branding (Marketing); Marketing
• 在線閱讀: https://animorepository.dlsu.edu.ph/faculty_research/11284

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...