消费者心理违约对品牌权益的影响机制研究

本文旨在把组织行为学中的心理契约理论应用于市场营销情景下的品牌关系。本文通过把心理违约分成两个阶段,即心理违约(Psychological Contrac(?) Breach)和心理违背(Psychological Contract Violation)来研究消费者心理违约对品牌权益的影响。结果显示,心理违背会负面地影响品牌形象和品牌忠诚。但在心理违约和心理违背之间还存在着其它影响因素,有待进一步的研究。

The Mechanism of Impact of Consumer's Psychological Breach on Brand Equity

This article is designed to apply the theory of psychological contract in the field of organiza- tional behaviour to the study of brand relationship in the marketing context. The article plans to explore the effects of psychological contract breach on brand equity, by means of classifying the psychological contract breach into two stages-psychological contract breach and psychological contract violation. The results confirm that psychological contract violation may negatively affect the brand image and brand loyalty, while there may be some other variables between psychological contract breach and psychological contract violation, which remains further studies.