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Cobranded Bank Cards: Perceived Benefits and Attitudinal Loyalty

Student: Ilina Daria

Supervisor: Yulia Pirogova

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2019

Nowadays more and more companies are using co-branding as one of the strategic tools of mutually beneficial partnership to obtain a synergistic effect. In the banking sector co-branding is presented in the form of co-branded bank cards. They have become one of the ways to combat the competition for customers and their loyalty. The aim of the research is to study the perception of consumers of co-branded bank cards and attitudinal loyalty to the brand of the bank. The following methods: analysis, classification, typology, ranking, frequency analysis, multidimensional scaling, and comparison of means, were used. The paper presents the classification of partners for of co-branded bank cards. These cards are issued in conjunction with commercial and non-profit organizations. For customers in co-branded cards together with commercial organizations, the most important benefits are discounts. And for the co-branded cards issued together with non-profit organizations – participation in charity and assistance in rescue of animals. In addition, the level of satisfaction with such cards is higher than co-branded cards with commercial organizations, and consumers are willing to actively recommend them to their friends and relatives. Recommendations to banks on the choice of partner companies and implementation of successful co-branding programs were given.

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