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本文分析了顾客形成品牌忠诚的深层次心理动因,从顾客在消费过程中与品牌之间形成的心理契约的角度提出了“顾客承诺”的新概念,并阐述了顾客承诺的三个维度对品牌忠诚的作用关系。
This paper analyzes the deep psychological motivation of customers in forming brand loyalty, puts forward the new concept of “customer commitment” from the perspective of psychological contract formed between customers and brands in the process of consumption, and elaborates the three dimensions of customer commitment on brand Loyal relationship.