顾客品牌心理契约：品牌资产的心理源泉-中国学术期刊网 关键词:品牌心理契约;品牌价值;品牌忠诚 [gap=413]Key words:brand psychological contract; brand equity; brand loyalty
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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.
在品牌日益成为企业提升竞争优势主要源泉的今天，顾客品牌心理契约是品牌资产的心理源泉，可通过驱动品牌忠诚来现。
The psychological contract is a kind of subjective psychological agreement, and brand is a psychological contract between brand and customs.
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 introduction of the ecological perspective to the study of psychological contract provides a brand-new tropism for the study.
心理契约的研究中引入生态学的视角为其提供了一个崭新的研究取向。
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