Based On Psychological Contract Hypothesis Of Consumer Brand Psychological Contract Establish Intention And Motivation To Study

As many enterprise pursuit of Brand loyalty, scholars made lots of studied about how to get Customer’s brand loyalty. In this paper psychological contract theory will be extended to the brand relationship, to see brand relationship in perspective of psychological contract. Customer brand loyalty becomes an output of brand psychological contract.Through the process of consumption, consumers and enterprise establishing the faith that both of them have dedication and commitment for each other, for brand is a bridge between enterprise and consumers.The enterprises as the principal part of brand, it designs the brand promise after the analysis market, and then deliver it. This brand promise constitute consumers perceive of brand psychological contract. After consumers contact with the brand’s product, through initial product/service value assessment, in the motivation for risk-averse, self-expression and sense of belonging, then the customer will express their commitment, the commitment finally become a driven of behavior. 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. This process is also the process of building brand psychological contract. 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. And also customer’s perception of value changes with time, situation, so the building process of the psychological contract is dynamics.As consumers and vendors in the information asymmetry, there is a risk in consumer buying behavior, so consumers tend to reduce their perceived risk, in the subconscious of consumers; brand is the contract which can reduce the risk of purchase. Consumer self-image influences the choice and use of brands. Meanwhile consumers strengthen their self-image through the use of specific brand. The evaluation of the relevant groups is highly sensitive for consumers’ behavior. Attention to gain social and others’ positive comments on their own, they establish the sense of identity by tangible goods. And customers can achieve social superiority through brand value. Brand stands for individuals’ social class and cultural groups belonging to. This article will expand the theory of psychological contract theory to brand relationship study, and define it as the brand psychological contract. It also analyzed the content of brand psychological contract, the construction process of the brand psychological contract, and consumer’s motivation for the building of the brand Psychological Contract:Avoidance of risk, self-expression, a sense of belonging, and designed a questionnaire to empirical study the consumers’ motivation, Get some results and suggestions.