心理契约概念是建立在社会交换理论基础上,用来描述雇员与雇主关系的理念。构建在企业和消费者共同信任和互惠基础上的消费者品牌关系也是一种心理契约关系。大量研究证明消费者心理契约的违背将导致消费者品牌关系的扭曲甚至断裂,最终导致品牌遭受危机。只有深入研究和探讨品牌危机的产生机理,正确地认识品牌危机,才能有效地防范和化解危机。 The concept of psychological contract is based on the theory of social exchange, the concept used to describe the relationship between employees and employers. Constructing a consumer brand relationship based on common trust and reciprocity between enterprises and consumers is also a kind of psychological contractual relationship. A large number of researches prove that the breach of consumer’s psychological contract will lead to the distorting or even breaking of the relationship between consumers’ brand, which ultimately leads to the crisis of brand. Only in-depth study and explore the mechanism of the brand crisis, a correct understanding of the brand crisis, in order to effectively prevent and resolve the crisis.