中文摘要：

近年来，消费者一品牌关系已经成为品牌研究领域的一个热点，但是，以前的研究比较偏重对品牌关系的维度和测量指标的探讨，有关消费者一品牌关系的影响机制的研究比较缺乏。如果采用开放性问卷进行调查，将探索出影响消费者一品牌关系的主要因素。同时对调查结果的内容进行分析，识别出五种影响消费者一品牌关系的因素类别，确认了一系列促进或破坏消费者一品牌关系的企业行为，并按照“企业能力”因素和“企业社会责任”因素的分类框架对这些企业行为进行系统分类。

英文摘要：

This paper provides a comprehensive literature review on customer - brand relationship research. To address the limitations in the existing researches on the operating mechanism of customer - brand relationship, it dicusses five factors influencing consumer - brand relationship by using an open - ended survey. The paper provides a list of corporate behaviors that may enhance or destroy consumer - brand relationship, and classifies them according to the factors of ＂ corporate capability＂ and ＂ enterprise social accountebility＂.