Empirical study on the psychological contract based on the consumer-brand relationship: With catering for example

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.