中文摘要：

实证研究结合行为经济理论和解释水平理论提出了消费者自我建构对汽车行业品牌价值的影响并构建其不同作用机制。通过两个重复测量方差分析的实验研究发现消费者的自我建构是品牌价值主要影响因素,情感效应与框架效应发挥调节作用。消费者品牌认知能力在其自我建构对品牌价值的影响具有调节作用。当低品牌认知时,自我构建会显著影响品牌价值;高品牌认知时,自我构建不会显著影响品牌价值。

英文摘要：

Based on theory of behavioral economics and construal level,we explored brand value and their different action mechanism.Two repeated measures between — subjects experiments were conducted and verified that the main factor was consumer self-construal,while the affection effect and framing effect had moderating effect.Empirical study also investigates the impact of self-construal on brand value including moderator effect of brand cognition and proposes that consumers with different self-construal stress different goals when they evaluate brand value from low or high brand cognition,which leads to different choice.