当消费者借用品牌联想来构建自我或向他人传递自我概念时,消费者与品牌的连结就建立了。在中国传统文化背景下,消费者对奢侈品牌的消费符合“行为与地位相符”的传统价值观,地位越高的消费者,其与奢侈品牌的自我—品牌连结越高,反之亦然。自尊和虚荣对上述关系有调节作用。低自尊的消费者,地位较低时,其与奢侈品牌的自我—品牌连结要高于地位较高时;高自尊者则相反。低虚荣的消费者,地位高低对其与奢侈品牌的自我—品牌连结影响不显著,而高虚荣的消费者,低地位者与奢侈品牌的自我—品牌连结要显著小于高地位者。 When consumers borrow brand associations to build themselves or convey self-concepts to others, the connection between consumers and brands is established. Under traditional Chinese culture, consumer spending on luxury brands is in line with traditional values ​​of “behavior and status”, and consumers with higher status are associated with higher self-brands of luxury brands and vice versa. Self-esteem and vanity have a regulatory effect on the above relationship. Low self-esteem consumers, when the status is low, the luxury-brand self-brand link is higher than when the status is high; high self-esteem is the opposite. Low-vanity consumers have no significant effect on their self-brand links with luxury brands, while those with high vanity, low status and luxury brands have significantly less self-brand links than those with high status.