Customer Brand psychological contract- the psychological source of brand equity.docVIP

 PAGE \* MERGEFORMAT 18 Customer Brand psychological contract: the psychological source of brand equity Abstract: The psychological contract is a subjective psychological contract, the brand is essentially a psychological contract between customers and brands. In the brand increasingly become the main source of competitive advantage today, the customer brand of psychological contract is the psychological source of brand equity, brand by driving loyalty to now. attention to the psychological contract customers brand management, brand management for the enterprise of great significance. Keywords: Brand psychological contract; brand value; brand loyalty Abstract: 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. Keywords:: brand psychological contract; brand equity; brand loyalty Growing homogeneity in the product and evolving consumption habits of consumers today, the brand has become a major source of competitive advantage. The reason is mainly to build the brand for the enterprise and customer psychological bond and bridge of communication. The one hand, enterprise to create value for customers and meet customer needs, business products and services for its carrier customers through the brand to use the value of tangible and intangible spiritual values; the other hand, the customer through their consumption behavior for the return of the brand business, of the business and its brand to trust, loyalty and dependence. Thus, by brand, formed between the enterprise and customer trust, mutual expectations and commitments in the value of the return on the psychological contract between each other,