品牌关系中消费者心理契约的形成研究

The Formation of Consumer Psychology Contract in Brand Relationship

企业之间的竞争逐渐转化为品牌的竞争,建立品牌忠诚是企业长期目标,维护与消费者的关系变得尤为重要。品牌关系是消费者对品牌的态度,以及企业对消费者的态度,是二者互动的过程。从品牌关系入手研究消费心理契约的形成过程,通过文献综述,总结了对品牌关系和消费心理契约的研究成果,从消费者心理和企业心理的二维角度分析了形成消费契约的类型和影响消费心理契约的因素,并从消费者购买决策过程分析了心理契约形成模式。

Since the competition between enterprises has gradually transformed into the competition of the brand,building brand loyalty becomes the enterprise＇s long-term goal,so it＇s very important to maintain the relationship with customers. Brand relationship denotes the interactive attitude between consumer and enterprise.Through the literature review,i t summarized research results of brand relationship and consumer psychology contract,and then analyzed types of consumer contract formation,influencing factors from the consumer psychology and business psychology and models from consumer ＇decision-making process.