摘要
心理契约是一种主观心理约定,品牌本质上是顾客与品牌的心理契约。在品牌日益成为企业提升竞争优势主要源泉的今天,顾客品牌心理契约是品牌资产的心理源泉,可通过驱动品牌忠诚来现。重视顾客品牌心理契约的管理,对于企业品牌运营有着重要意义。
The psychological contract is a kind of subjective psychological agreement, and brand is a psychological contract between brand and customs. In the era of brand competition, brand psychological contract is the psychological source of brand equity. It affects the brand loyalty and makes profits for the enterprise. It is very important for the enterprise to manage the brand psychological contract.
出处
《商业研究》
CSSCI
北大核心
2009年第11期193-195,共3页
Commercial Research
基金
"北京市属市管高等学校人才强教计划资助项目-中青年骨干教师计划"的阶段研究成果
关键词
品牌心理契约
品牌价值
品牌忠诚
brand psychological contract
brand equity
brand loyalty