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Cobranding

Cobranding

Deepak Mishra

75,37 €
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Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786202498234
75,37 €
IVA incluido
Disponible

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Sobre IBD

Cobranding: marketingowe małżeństwo Dzisiejsi konsumenci oczekują produktów i usług o wartości dodanej. Dotyczy to również kart debetowych i kredytowych. Zaspokojenie potrzeb konsumentów w całym cyklu życia stanowi duże wyzwanie. Aby sprostać temu wyzwaniu, cobranding łączy rozszerzone korzyści, siłę, rozpoznawalność i atrakcyjność jednej marki z drugą. Głównym celem niniejszego badania jest analiza postrzegania przez klientów ofert kart współbrandowanych Citibanku. Badanie to pomoże ocenić, jak konsumenci postrzegają karty współbrandowane. Wyniki badań empirycznych sugerują, że stopień relacji, lojalności, satysfakcji, zaufania, bezpieczeństwa i osobowości marki różni się w zależności od osoby. Stwierdzono, że klienci są raczej lojalni w odniesieniu do korzyści, a nie lojalni w sensie rzeczywistym.

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