互联网情境下品牌心理契约结构维度的实证研究
An Empirical Study on the Structural Dimension of Brand Psychological Contract in the Internet Context
DOI: 10.12677/ASS.2023.128626, PDF,    国家科技经费支持
作者: 阳 林：广东外语外贸大学商学院，广东 广州；伍丽娟*：广州商学院数字经济产业学院，广东 广州
关键词: 品牌关系；心理契约；品牌心理契约；Brand Relationship； Psychological Contract； Brand Psychological Contract
摘要: 无论线上线下，品牌都是企业赢得市场的关键，本文通过梳理现有文献研究成果，旨在建构互联网情境下的品牌心理契约概念模型，探索并实证互联网情境下品牌心理契约结构维度的组成，期望实证结果能为品牌关系管理尤其是互联网平台品牌关系管理的战略决策提供一个有价值的新思路。
Abstract: Whether online or offline, branding is the key to winning the market. This paper aims to construct a conceptual model of brand psychological contract in the internet context, and to explore and empirically demonstrate the structural dimensions of brand psychological contract in the internet context, expecting the empirical results to provide a valuable new idea for brand relationship management, especially for the strategic decision of brand relationship management on Internet platform.
文章引用：阳林, 伍丽娟. 互联网情境下品牌心理契约结构维度的实证研究[J]. 社会科学前沿, 2023, 12(8): 4580-4590. https://doi.org/10.12677/ASS.2023.128626

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