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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.

Szczegóły książki

• Pełny tytuł: Cobranding: A Marketing Marriage
• Podtytuł: Principles , Concepts & Analysis
• Autor: Deepak Mishra
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 116
• EAN: 9783659950858
• ID: 15201033
• Wydawca: LAP Lambert Academic Publishing
• Waga: 191 g
• Wymiary: 220 × 150 × 7 mm
• Rok wydania: 2016

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