Impact mechanism study of customer psychological contract on brand loyalty

Research on psychological contract theory has developed originally from organizational behavior, human resources management to the new research area of marketing and other related field. Based on the relative maturity of the two former areas, applied research of psychological contract in marketing especially in the brand relations has become a new direction for psychological contract study and at the same time provide a new perspective for the research of brand relationship. In this paper, through practical research on the content of customer psychological contract in brand relationship and its impact mechanism on brand loyalty, the structural equation modeling (SEM) was constructed to verify the impact mechanism of psychological contract on the brand loyalty. Empirical results validate the reliability and validity of measure scale, and the impact mechanism hypothesis of customer psychological contract on brand loyalty has been supported by empirical data.