P/M/540. Dissertation. Customers attitudes towards co-branded cards

The dissertation aims to investigate customers attitudes towards co-branded card offerings in Citibank. The review of literature provides definitions of co-branding, co-branding strategies, benefits and potential problems, affinity cards, relationship marketing, customer loyalty, theory of reasoned action, Citigroup background and market analysis, etc. The research is based on quantitative methods used for measuring attitude towards co-branded cards, in combination with qualitative methods of primary data (questionnaire) and secondary data interpretation. Conclusions are made about brand loyalty of the Citibank customers.