Cobranding: A Marketing Marriage Principles , Concepts & Analysis
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- Englisch ausgewählt
Fr. 68.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
08.09.2016
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
116
Maße (L/B/H)
22/15/0.8 cm
Gewicht
191 g
Sprache
Englisch
ISBN
978-3-659-95085-8
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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