Perceived value and customer loyalty: credit card co-branding strategy in Bogotá - Colombia

Abstract

Co-branding is a strategic opportunity for cooperation between brands. Those involved in the alliance seek particular benefits without losing their identity. There are multiple types of co-branding; one is cooperative or outreach and knowledge, which is part of the co-branded credit card strategy. It is a growing type of alliance in recent years in Colombia with various claims for brands such as the incursion into new market niches, new benefits for customers, and increased customer loyalty, among others. In accordance, the present investigation aims to identify the relationship between the perception of value towards credit cards of the shared brand and the loyalty towards the clothing, accessories, and footwear brands in Bogotá-Colombia. A cross-sectional correlational quantitative study was carried out, with a non-probability sampling —for convenience with a total of 250 valid surveys. The results hint that there is a relationship between the perceived value factors towards shared brand credit cards and the loyalty factors towards the studied brands, thus being able to validate all the hypotheses proposed.