品牌契约

这个过程就是品牌心理契约的构建过程。

This process is also the process of building brand psychological contract .

顾客品牌心理契约：品牌资产的心理源泉

Brand Psychological Contract & the Source of Brand Equity

重视顾客品牌心理契约的管理，对于企业品牌运营有着重要意义。

It is very important for the enterprise to manage the brand psychological contract .

品牌的契约性质：品牌契约论

The Contractual Nature of the Brand

正宗矿泉水，滴滴清泉，自然本色。顾客品牌心理契约：品牌资产的心理源泉

Authentic mineral water is made solely of clear spring water and has a natural colour . Brand Psychological Contract & the Source of Brand Equity

由于顾客对价值的认知是随时间与情境的变化而变化，所以品牌心理契约的构建过程是动态变化的。

Customer perception of value is changes over time and customer perception of value may be different , at the different stages of buying process . So the building process of the brand psychological contract is as well as dynamics .

这种承诺使人们相信能从此种关系的互动中获益。此时在品牌与消费者间就产生了心理契约，我们称其为品牌心理契约。

Once consumer makes a commitment , it will become a perceived obligation or responsibility , it makes people believe that they can benefits from this relationship , it is the moment for generate of the psychological contract , which we call it brand psychological contract .

心理契约是一种主观心理约定，品牌本质上是顾客与品牌的心理契约。

The psychological contract is a kind of subjective psychological agreement , and brand is a psychological contract between brand and customs .