Impact Mechanism Study of Customer Psychological Contract on Brand Loyalty

机译：客户心理合同对品牌忠诚度的影响机制研究

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Research on psychological contract theory has developed originally from organizational behavior, human resources management to the new research area of marketing and other related field. Based on the relative maturity of the two former areas, applied research of psychological contract in marketing especially in the brand relations has become a new direction for psychological contract study and at the same time provide a new perspective for the research of brand relationship. In this paper, through practical research on the content of customer psychological contract in brand relationship and its impact mechanism on brand loyalty, the structural equation modeling (SEM) was constructed to verify the impact mechanism of psychological contract on the brand loyalty. Empirical results validate the reliability and validity of measure scale, and the impact mechanism hypothesis of customer psychological contract on brand loyalty has been supported by empirical data.

机译：心理学合同理论研究最初是从组织行为，人力资源管理到营销新研究领域的组织行为和其他相关领域。基于两位前地区的相对成熟，营销中的心理合同应用研究特别是在品牌关系中已成为心理合同研究的新方向，同时为品牌关系的研究提供了新的视角。本文通过对品牌关系的客户心理合同内容的实践研究及其对品牌忠诚度的影响机制，构建了结构方程建模（SEM）以验证心理合同对品牌忠诚度的影响机制。经验结果验证了措施规模的可靠性和有效性，以及经验数据支持客户心理忠诚度的影响机制假设。

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《International Conference on Management Science and Engineering》|2009年||共8页
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作者
ZHANG Hao-min; LI Qian-qian;
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中图分类 T-53;
关键词
Psychological contract; Brand loyalty; Impact mechanism; Empirical research;

机译：心理合同;品牌忠诚度;影响机制;实证研究;

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4. Impact Mechanism Study of Customer Psychological Contract on Brand Loyalty [C] . ZHANG Hao-min, LI Qian-qian International Conference on Management Science and Engineering . 2009

机译：客户心理合同对品牌忠诚度的影响机制研究
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Impact Mechanism Study of Customer Psychological Contract on Brand Loyalty

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