Cobranding: A Marketing Marriage : Principles , Concepts & Analysis

ISBN-13: 9783659950858 / Angielski / Miękka / 2016 / 116 str.

Deepak Mishra

Opis

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.

O autorze

Deepak Mishra, MBA in International Business and Global Marketing Strategy from Cardiff University, Wales, UK, with a course from Oxford University related to Human perception in corporate world, worked for USIEF as pan India Marketing Manager, under US Dept. of State, and presently associated with Manuscriptedit.com of Reseapro Scientific Services