本研究结合了市场营销学和社会心理学的相关理论，通过研究影响消费者自我品牌联系的文化价值观，阐明影响品牌关系形成的文化价值观因素。文化价值观是文化的核心，价值观通过形成行为规范来影响消费者的态度和行为。文化价值观不同的消费者之间，会形成差异化的自我概念。文化和价值观的不同对品牌而言，会形成差异化的品牌个性。自我与品牌的联系是在消费者的自我概念与品牌个性联结在一起的时候形成。文化价值观因素对品牌关系的形成具有影响力，消费者在不同的文化价值观背景下会与品牌之间建立差异化的自我与品牌的联系。消费者和品牌之间的关系不仅仅是品牌为消费者提供便利的“品牌→消费者”的关系。还存在消费者喜爱品牌，从而消费者对品牌赋予意义的“消费者→品牌”的关系。品牌关系源自于消费者在生活中给予品牌的某种意义，建立品牌关系的问题是如何创造消费者与品牌之间的双向关系。本研究的主要目的是，从消费者个人的文化价值观视角研究品牌关系形成的主要影响因素，探索什么样的文化价值观会加强消费者与品牌之间的联系。 本研究选择Schwartz价值观理论中的四种高阶的价值观，在现有研究的基础上假设消费者的文化价值观通过私我意识或者是公我意识影响消费者的自我与品牌的联系，使用现有的研究开发和使用的成熟量表，以中国的消费者为研究对象进行了问卷调查。本研究的主要分析方法包括，结构假设模型检验、多元线性回归分析和单因素方差分析等。本研究的分析结果表明，消费者的开放型价值观和自我提高型价值观会通过私我意识影响消费者的品牌关系，消费者的保守型价值观和自我超越型价值观会通过公我意识影响消费者的品牌关系。了解消费者个人的文化价值观以及动机并不是一件很容易的事情。近年来，跟随着全球的各种技术的发展，脑神经科学以及互联网和人工智能等新技术得到了很大的进步，也随之开始出现利用大数据等新的方法和手段来研究消费者的文化价值观以及动机的营销活动。为了更好的发现市场细分，明确目标市场和市场定位，实现产品的差异化，企业可以通过新的技术和方法来分析消费者的文化价值观、动机、意识等心理因素，从消费者个人的心理变量进行营销设计将来变得更加重要。

This study combines the relevant theories of marketing and social psychology, also clarifies the cultural values that influence the formation of brand relationships by studying the cultural values that influence consumers' self-brand connections. Cultural values are the core of culture. Values influence the attitudes and behaviors of consumers by forming behavioral norms. Different consumers with different cultures and values will form differentiated self-concepts. Different cultures and values can create a differentiated brand personality for brands. The relationship between by self and brand formed when the consumer's self-concept and brand personality are linked together. Culture and value factors influence the formation of brand relationships. Consumers will establish a differentiated self-brand connection and brand relationships with brands under different cultural values. By applying the four high-order values from Schwarz's Personal values theory, this study taking relevant existing studies as basis, assumes that the cultural values of consumers influence the self-brand connection through private self-consciousness or public self-consciousness. With Chinese consumers as its subject, it performed by employing the maturity scale developed and applied by the existing studies. The result of this study shows that the consumer-brand relationship is influenced by the openness to change and self-enhancement values of consumers through private self-consciousness and by their conservation and self-transcendence values through public self-consciousness. Understanding personal cultural values and motivations of consumers is not an easy task. With the advancement of neuroscience and the development of artificial intelligence technology, big data and other new technologies and methods now are being used in marketing activities to study the psychological factors of consumers, such as their cultural values, motivations and consciousness. Conducting marketing design from the individual psychological variables of consumers will become more important in the future.