By personifying brands，a brand relationship can be used to investigate the relationship between brands and consumers. As the leading fi eld of investigation，which appeared aft er combining relationship marketing models with brand marketing theories，it has obtained numerous scholars ' attentions.Thestudyof theories aboutbrandrelationships is mainlybasedonthewesternindividualistic behavioral patterns，for it is derived from the West. And under the background of collectivistic values， the appliance of those theories is somewhat limited in China. This article which combines foreign investigations with local studies has formed a mechanism of the brand relationship's influence and ef ects subjectedtotheChinesecultures.