摘要
品牌关系自20世纪90年代提出以来,已经成为品牌研究领域的一个热点。本文将组织行为学中心理契约的概念引入品牌关系研究,营销情景中的心理契约内容包括交易心理契约和关系心理契约。对于品牌关系中消费者心理契约的违背,消费者将采取断裂、抱怨、沉默、破坏等行为。
Brand relationship has been proposed since 1990s, and it has become a hot research. The paper introduces psychological contract from organizational behavior to study brand relationships. Psychological contract in marketing scenario includes transaction psychological contract and contractual psychological contract. When consumers violate psychological contract in brand relations, they will take fault, complaint, silence, sabotage actions and so on.
出处
《财经论丛》
CSSCI
北大核心
2010年第5期98-102,共5页
Collected Essays on Finance and Economics
基金
湖南省社科基金资助项目(07YBB164)
湖南省软科学研究基金资助项目(2010ZK3030)
关键词
心理契约
品牌关系
psychological contract
brand relation
