Cobranding: A Marketing Marriage

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.