Empirical Study on the Psychological Contract Based on the Consumer-Brand Relationship : With Catering for Example

被引：0
|
作者：
Yang Lin [1 ]
Tang Jiawei [2 ]
机构：
[1] Guangdong Univ Foreign Studies, Sch Management, Team Res & Innovation, Guangzhou, Guangdong, Peoples R China
[2] Publ Univ Navarra Pamplona, Master Int Trade, Navarra, Spain
来源：
2014 11TH INTERNATIONAL CONFERENCE ON SERVICE SYSTEMS AND SERVICE MANAGEMENT (ICSSSM) | 2014年
关键词：
Brand; Psychological Contract; KFC; OBLIGATIONS; BEHAVIOR;
D O I：
暂无
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
The research object of this paper is KFC which acts as the typical representative of catering in China. Based on the foundation of the previous studies, this paper defines the concepts of psychological contracts on the consumer-brand relationship under the marketing scenario, and builds up a model, and discusses the dimensions of the psychological contracts. Results offer theoretical reference for the Chinese enterprise in brand management under the globalization background.
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页数：6
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