Empirical Study On The Customer Loyalty Of Psychological Contract Violation Based On The Consumer-brand Relationship

With the rapid development of the China’s market economy and the growing powerof the buyers, the sellers have gradually realized the importance of the brand as abridge between the two parties. The brand has been connected to the consumers as avirtual/non-paper Psychological Contract. If the company does a bad job in managingthe brand and thus breaking its contract of promises, there will be much unpredictableinfluence on consumers’behavior.Current research has found that Psychological Contract Violation will have a greatinfluence on the bad behavior of company employees. In recent years researchershave started to work on bringing the concept of Psychological Contract into themarketing context and have also confirmed its existence. Based on the previousresearch, this paper takes into consideration of the functionality of Brand CrisisManagement and Consumer Attribution of Responsibility, and with genuine casesdiscusses the influence of Psychological Contract Violation on Customer Loyalty, byputting forward the3D structure of Psychological Contract（Violation）in theconsumer-brand relationship.This paper has reached the following conclusions: Consumer-Brand PsychologicalContract is made up of three dimensional structure of Transactional, Relational andIdeological Psychological Contract; Consumer-Brand Psychological ContractViolation is made up of three dimensional structure of Transactional, Relational andIdeological Psychological Contract Violation; Transactional, Relational andIdeological Psychological Contract Violation act as a negative factor in consumerloyalty behavior respectively; Consumer attitude loyalty acts positively on theconsumer loyalty behavior; Negative correlation is observed between Brand CrisisManagement and Consumer-Brand Psychological Contract Violation (Transactional,Relational and Ideological), so as Brand Crisis Management and ConsumerAttribution of stability Responsibility; Meanwhile, there is positive correlationbetween Consumer Attribution of domestic Responsibility and Consumer-BrandPsychological Contract violation (Transactional, Relational and Ideological), so asconsumer attribution of controllable responsibility and Consumer-BrandPsychological Contract Violation(Transactional, Relational and Ideological).