基于信号理论，以瑞幸咖啡、小米为主品牌，通过3个实验探索品牌联合模式对品牌关系质量的作用机制及边界条件。研究表明：相比视觉品牌联合，消费者对成分品牌联合的感知创新性更高、品牌关系质量更强， 品牌体验在其中所起的中介作用因联合模式和产品类型不同而异；成分品牌联合较之于视觉品牌联合，情感体验、行为体验和思考体验的中介作用均成立，感官体验和关联体验则部分成立；选购品较之于便利品，关联体验的中介效应更显著；感知创新性与品牌体验在品牌联合模式对品牌关系质量的影响中具有链式中介作用；消费者世俗理性水平会削弱感知创新性对品牌体验的正向影响。

Based on the signal theory and using Luckin Coffee and Xiaomi as the focal brands, this research explores the mechanisms and boundary conditions of brand alliance patterns on brand relationship quality through three experiments. The results show that, compared to visual co-branding, consumers have a more innovative perception and stronger brand relationship quality in ingredient co-branding; the mediating role of brand experience varies with alliance patterns and product types. In ingredient co-branding, compared to visual co-branding, the mediating effects of affective experience, behavioral experience, and cognitive experience are significant, while sensory experience and relational experience partially mediate the relationship; For shopping goods versus convenience goods, the mediating effect of relational experience is more pronounced; Perceived innovativeness and brand experience serve as chain mediators in the relationship between brand alliance patterns and brand relationship quality; the level of consumers’ lay rationalism will weaken the positive impact of perceived innovativeness on brand experience.