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Mar 18, 2023
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Abstract
This exploratory case study seeks to understand the purchase and collection motivations of an international co-branded limited-edition collectible. It also explores consumers’ perceptions of the brand collaboration between Philippine-based Jollibee and United States-based Funko. This study finds that consumers are motivated to purchase and collect products based on their willingness to identify with the brand, which stems from personal values, self-concept, and nostalgia. 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.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Santos, J. E., & Vergara, R. A. G. (2023). Purchase and Collection Motivations of Co-Branded Limited-Edition Collectibles: The case of the Jollibee Funko Pop. International Journal of Multidisciplinary: Applied Business and Education Research, 4(3), 737-747. https://doi.org/10.11594/ijmaber.04.03.06
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Yin, R. K. (2011). Applications of case study research. Sage.
Abratt, R., & Motlana, P. (2002). Managing co-branding strategies: Global brands into local markets. Busi-ness Horizons, 45(5), 43-43.
Belk, R. W. (1988). Possessions and the extended self. Journal of consumer research, 15(2), 139-168.
Belk, R. W. (2013). Collecting in a consumer society. Routledge.
Belk, R., Wallendorf, M., Sherry, J., Holbrook, M., and Roberts, S. (1988),"Collectors and Collecting", in NA - Advances in Consumer Research Volume 15, eds. Micheal J. Houston, Provo, UT : Association for Consumer Research, Pages: 548-553.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for under-standing consumers’ relationships with compa-nies. Journal of marketing, 67(2), 76- 88.
Bluemelhuber, C., Carter, L. L., & Lambe, C. J. (2007). Extending the view of brand alliance effects. Inter-national Marketing Review.
Cooke, S., & Ryan, P. (2000). Brand alliances: from repu-tation endorsement to collaboration on core com-petencies. Irish Marketing Review, 13(2), 36.
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consum-ers’ connections to brands. Journal of consumer psychology, 13(3), 339-348.
Escobar, A. & Blancaflor, S. (2018, December 5). A Filipi-no favorite, Jollibee aims for international growth. NBC News. Retrieved from https://www.nbcnews.com/news/asian-america/filipino-favorite-jollibee-aims-international-growth-n940301
Formanek, R. (2012). Why they collect: Collectors reveal their motivations. In Interpreting objects and col-lections (pp. 339-347). Routledge.
Funko (2019a). Funko Reports Third Quarter 2019 Fi-nancial Results [Press release]. Retrieved from https://investor.funko.com/news-and-events/press-releases/Press- Releas-es/2019/Funko-Reports-Third-Quarter-2019-Financial-Results/default.aspx
Funko (2019b, September 17). Investor presentation, September 2019. Retrieved from https://s24.q4cdn.com/627994544/files/doc_presentations/FNKO-Investor-Presentation- Septem-ber-2019-FINAL.PDF
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experi-ence components that co-create value with the cus-tomer. European management journal, 25(5), 395-410.
Holbrook, M. B., & Hirschman, E. C. (1982). The experi-ential aspects of consumption: Consumer fanta-sies, feelings, and fun. Journal of consumer re-search, 9(2), 132-140.
Jollibee About Us. (n.d.). Retrieved January 20, 2019, from https://www.jollibee.com.ph/about- us/
Jollibee Studios. (2018, August 26). A Pop of Joy: The story behind the Jollibee Funko Pop! [Video]. YouTube. https://www.youtube.com/watch?v=cJ549XKaU64
Journal of marketing, 57(1), 1-22.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity.
Leuthesser, L., Kohli, C., & Suri, R. (2003). 2+ 2= 5? A framework for using co-branding to leverage a brand. Journal of Brand Management, 11(1), 35-47.
Li, Y., & He, H. (2013). Evaluation of international brand alliances: brand order and consumer ethnocen-trism. Journal of Business Research, 66(1), 89-97.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the expe-rience economy. Harvard business review, 76, 97-105.
Rao, A., & Ruekert, R. W., (1994). Brand alliances as sig-nals of product quality. Sloan management review, 36(1), 87-97.
Sichtmann, C., Davvetas, V., & Diamantopoulos, A. (2019). The relational value of perceived brand globalness and localness. Journal of Business Re-search, 104, 597-613.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover
effects of brand alliances on consumer brand
attitudes. Journal of marketing research, 35(1), 30-42.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. Interna-tional journal of research in marketing, 29(4), 406-418.
Sujan, M., Bettman, J. R., & Baumgartner, H. (1993). In-fluencing consumer judgments using autobio-graphical memories: A self-referencing perspec-tive. Journal of Marketing research, 30(4), 422-436.
Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Con-sumers' need for uniqueness: Scale development and validation. Journal of consumer research, 28(1), 50-66.
Voss, K. E., & Gammoh, B. S. (2004). Building brands through brand alliances: does a second ally help?. Marketing Letters, 15(2-3), 147-159.
Voss, K. E., & Tansuhaj, P. (1999). A consumer perspec-tive on foreign market entry: building brands through brand alliances. Journal of International Consumer Marketing, 11(2), 39- 58.
Washburn, J. H., Till, B. D., & Priluck, R. (2000). Co-branding: brand equity and trial effects. Journal of consumer marketing, 17(7), 591-604.
Washburn, J. H., Till, B. D., & Priluck, R. (2004). Brand alliance and customer‐based brand‐ equity effects. Psychology & Marketing, 21(7), 487-508.
Yin, R. K. (2011). Applications of case study research. Sage.