论品牌关系生命周期中消费者品牌信任与心理契约的建立

Analysis of customers' brand trust and psychological contract in the life cycle of brand relationship

企业之间的竞争,集中体现为品牌统治权的争夺,实质是对消费者的争夺。只有与消费者建立长期持久的关系,才能取得竞争的先机。而信任是长期关系的基础,是关系营销取得成功的关键,与心理契约存在正相关关系。系统梳理、借鉴有关品牌信任和心理契约研究成果,并从理论上论证了品牌关系生命周期中消费者品牌信任与心理契约建立的横向动态关系与纵向互动关系同时存在,它们共同形成了消费者品牌信任与心理契约建立的动态整合模型。

The competition among the enterprises focuses on how to dominate the brands, which is actually chasing for the consumers. Only by establishing the long - term relationship with the consumers, can they gain the competitive opportunity. While trust, the basis of the long - term relationship, is the key to success in relationship marketing, besides, it has positive relationship with psychological contract. Based on analyzing and referencing the research on brand trust and psychological contract, the authors put forward and demonstrate the fact that there exists horizontal dynamic relationship and vertical interacting relationship between customers＇brand trust and psychological contract in the life cycle of brand relationship at the same time, they jointly form the dynamic integration model established by brand trust and psychological contract.