Cobranding: A Marketing Marriage
Mishra, Deepak
| Autor: | Mishra, Deepak |
|---|---|
| Veröffentlichungsdatum: | 08.09.2016 |
| EAN: | 9783659950858 |
| Sprache: | Englisch |
| Seitenzahl: | 116 |
| Produktart: | Kartoniert / Broschiert |
| Verlag: | LAP LAMBERT Academic Publishing |
| Untertitel: | Principles , Concepts & Analysis |
Produktinformationen "Cobranding: A Marketing Marriage"
Cobranding: A Marketing Marriage, Today's consumers want value added augmented products and services. So does apply to debit and credit cards. Addressing the needs of consumers throughout their life cycles is a big challenge. To meet the challenge, co-branding combines the extended benefits, strength, recognition, and appeal of one brand with the other. In this research the main idea is to study the perception of customers towards co-branded card offerings of Citibank. This study would help in assessing how consumers feel about the co-branded cards. The finding of the empirical research suggests that degree of relationship, loyalty, satisfaction, trust, security, & brand personality differs from individual to individual. Customers were found to be deal loyal rather than real loyal is in terms of benefit.
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