品牌契约
- 网络Brand Contract
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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 .
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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
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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 .
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品牌的契约性质:品牌契约论
The Contractual Nature of the Brand
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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
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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 .
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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 .
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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 .