A Study On Psychological Contract’s Effect On International Brand Relationship

As the development of economy, especially with tne coming of the information age, people gradually experiencing from the era of information shotage to the era of information excess.It is more and more difficult for brands to catch consumers’ attention. And it means the cost of developing a new customer will be higher and higher. So companys pay more attention to maintain existing constumers. So Berry (1983), put forward the concept of relationship marketing. He thinks the key point of marketing is moving from trading to relationship. It is more concerned how to maintain the relationship between brand and consumers at present.Under the background which is mentioned above, the theories of brand relationship have grate development. The related theory models include the brand community relationship model, generalized brand relationship model and brand-stakeholders model and so on. At the same time, the psychological contract, the social contract, interpersonal relations and other theories are also introduced to the research of brand relationship. Among these theories, the psychological contract theory is mainly used to explain the loyal relationship between organization and staff. This is the same as enterprises hope consumers to be loyalto brands, so the psychological contract theroy can be used to explan how to maintan the relationship between consumers and brands.We introduced the psychological contract theory to study of the brand relationship in this paper, and use the three-dimensional structure of the psychological contract theory which is the latest research results. The three-dimensional is including trading contract, relational contract and team contract.And what’s more,customer satisfaction and brand trust will be uesd as intermediary variables to build the theory model, which is about the relationship between the psychological contract and international brand loyalty. And then,we study the trading contract’s, relational contract’s and team contract’s influence on customer satisfaction and brand trust respectively. Through customer satisfaction and brand trust,we get how the psychological contract affect the international brand loyalty. The main research mathod we uesed is empirical analysis,whose data was obtained through questionnaire survey. Finally, the Inspection results and the theoretical prediction are basically the same. This thesis mainly divided into six parts:Chapter1introduction:first we put forward the research background and meaning, including theoretical significance and practical significance; Secondly we introduced the research contents, research methods and technical line; And then the related theory and literature were summarized, Finally this chapter summary, the innovation and inadequate. Chapter2research hypotheses and theoretical model:the author defioe related concepts on the basis of related literature review,and then raised research hypothesis and the theoretical model. Chapter3questionnaire survey design:according to the related theory model, the author proposesd the design idea of questionnaire,scale; and introduced the respondents and data collecting methods, and Prediction results. Chapter4data analysis:we analysed the data which was came from the questionnaire. Chapter5conclusion and suggestion:through above research process of this paper, we summarized the main research conclusion, and gave suggests about marketing management in the light of the results.Conclusion:we found that brand relationship not only include trading contract and relational contract, but also include team contract, and the development order of the brand relationship is from the trading contract, to the stage of relational contract, and finally team contract. Brand’s competition also follows the same rule. Team contracts" influence on brand relationship is the largest, relational contract is the second, and trading contract is the third.