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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.
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