中文摘要：

通过构建自我形象一致、品牌信任、解释水平和品牌忠诚的模型,本文发现自我形象一致对品牌忠诚的直接影响不显著,但是会通过情感信任和认知信任间接地影响品牌忠诚;解释水平会调节自我形象一致对品牌信任的影响,高解释水平者自我形象一致对情感信任和认知信任的影响要强于低解释水平者的影响。因此,自我形象一致能够积极影响品牌忠诚。

英文摘要：

By building a model that includes self-image congruence,brand trust,construal-level and brand loyalty,the paper finds that self-image congruence has no significant direct influence on brand loyalty,but will indirectly influence brand loyalty by affective trust and cognitive trust;construct-level can moderate the influence of self-image congruence on brand trust,the influence of self-image congruence on affective trust and cognitive trust in the group of high construal-level is stronger than the influence in the group of low construal-level.Therefore,self-image congruence can positively influence brand loyalty.