Kwentong Jollibee: (Record no. 9825)

000 -LEADER
fixed length control field 02186nam a22002777a 4500
001 - CONTROL NUMBER
control field 9825
003 - CONTROL NUMBER IDENTIFIER
control field OCLRC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20260730103754.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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040 ## - CATALOGING SOURCE
Original cataloging agency OCLRC
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number (Call Number) T 658 2020 0115
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Bandelaria, Alyanna Patricia
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Berame, Kliah Crizel T.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Funa, Rhea May S.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Gabinente, Ugiel Z.
245 ## - TITLE STATEMENT
Title Kwentong Jollibee:
Sub Title impact of hugot marketing to Filipino consumer behavior/
Statement of responsibility, etc. Alyanna Patricia Bandelaria, Kliah Crizel T. Berame, Rhea May S. Funa, Ugiel Z. Gabinete.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. Parañaque CIty:
Name of publisher, distributor, etc. Olivarez College,
Date of publication, distribution, etc. 2020
502 ## - DISSERTATION NOTE
Dissertation note Undergraduate Thesis
520 ## - SUMMARY, ETC.
Summary, etc. Kwentong Jollibee (Jollibee Stories) featured "universal themes" of love with their trilogy videos for Valentine's Day which the Filipino audience instantly got attached to because the videos have a relation with their culture. This study explores how Jollibee Foods Corporation's (JFC) cleverly execution of its hugot marketing advertisements which became an instant phenomenal hit amassing millions of viewers on various platforms like Facebook and Youtube. A new trend in advertising, Kwentong Jollibee has showcased the use of social media being a new platform for brand awareness. This study's triangulation was done through document analysis of articles and public write ups about Kwentong Jollibee and nine in-depth interviews of the consumers and Facebook comments which were used to gain credible information and were analyzed through critical discourse analysis. These were also done to narrate the story of Filipino consumers and marketers in the context of the marketing model advertising. The findings suggest that creating a marketing model to help JFC and other businesses truly understand the impact of hugot marketing and its effectiveness to Filipino consumers. The findings also imply that by using this model Jollibee sustained the viewership of these kinds of videos throughout the years.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Hugot marketing.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Kwentong jollibee.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Jollibee foods corporation.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Facebook.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Youtube.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Theses/Dissertation
Location (call number prefix code) T 658 2020 0115
Holdings
Withdrawn status Lost status Piece physical condition (Damaged Status) Not for loan Home library Current library (holdingbranch) Date acquired Total checkouts Full call number Date last seen Price effective from Koha item type
        Olivarez College Learning Resource Center General Reference And Serial Section 07/30/2026   T 658 2020 0115 07/30/2026 07/30/2026 Theses/Dissertation