中文摘要：

品牌粉丝的狂热消费行为是近年来值得关注的现象。本文以哈雷、苹果、小米和耐克4个品牌的粉丝在线发的帖子作为数据收集来源，采用扎根理论构建出了品牌粉丝的作用机制模型。研究表明，粉丝是通过和信息、产品、事件以及粉丝之间的互动行为创造了价值（功能价值、享乐价值和心灵价值），进而，他们通过功能价值和享乐价值的创造来获取自我认同，通过心灵价值的创造获得了超自我认同，从而对品牌产生了心灵上的归属感。本研究重新界定了粉丝和品牌关系的内涵，提出了粉丝品牌关系的新概念——品牌皈依，并且归纳出品牌皈依的4个维度：超常规的购买行为、排外的品牌忠诚、非理性的品牌信念和成为企业内部人员的意愿。最后，论文讨论了本研究所构建理论的价值及管理意义，并进一步探讨了未来研究的方向。

英文摘要：

The fanatical behavior of brand fans is worthy of attention in recent years .Based on the online posts of the Harley, Apples, Mi and Nike brand fans as the source of data collection, the researches constructed the mechanism model of brand fans applying grounded theory. The study have shown that the fans create the value （functional value, the hedonic value and Spiritual value） by means of interaction between information, products, events and other fans. In turn, they get self-identity through the functional value and hedonic value creation and obtain the superego identity through the creation of the spiritual value. Thus a sense of belonging of the soul on brand comes into being. This study will redefine the connotation of relationship between the fans and the brands to present a new concept about relationship between the fans and the brands brand convert, which concludes four dimensions： extraordinary purchase behavior, exclusive brand loyalty, irrational beliefs and willingness to become the enterprise internal staff . In the end , the paper discusses the value of theories and the significance of the management, and explored the direction about the future research.