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Cobranding: A Study on the Perception of Customers

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

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.

Product Specifications
SKU :COC64614
AuthorDeepak Mishra and Mohamed Foda
LanguageEnglish
BindingPaperback
Number of Pages116
Publishing Year2013-05-03T00:00:00.000
ISBN9783659383144
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00