实证研究结合行为经济理论和解释水平理论提出了消费者自我建构对汽车行业品牌价值的影响并构建其不同作用机制。通过两个重复测量方差分析的实验研究发现消费者的自我建构是品牌价值主要影响因素,情感效应与框架效应发挥调节作用。消费者品牌认知能力在其自我建构对品牌价值的影响具有调节作用。当低品牌认知时,自我构建会显著影响品牌价值;高品牌认知时,自我构建不会显著影响品牌价值。 Empirical research combines the theory of behavioral economy and the theory of level of explanation to propose the impact of consumer self-construction on the brand value of the automotive industry and to build its different mechanism of action. Through two repeated measures ANOVA experiments, we found that self-construction of consumers is the main influence factor of brand value, and emotional and framing effects play a regulatory role. Consciousness of consumer brand has a regulating effect on the influence of self-construction on brand value. When low brand awareness, self-construction will significantly affect the brand value; high brand awareness, self-construction will not significantly affect the brand value.