Cobranding: A Study on the Perception of Customers - Mishra, Deepak;Foda, Mohamed
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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 research suggests that the degree of relationship,…mehr

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Produktbeschreibung
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 research suggests that the degree of relationship, emotional appeal, loyalty, satisfaction, trust and security towards the co-branded cards differ from individual to individual. Customers were found to be deal loyal rather than real loyal.
Autorenporträt
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