Abstract: With rising of relationship marketing in the world and influence of the traditional Chinese culture, the whole society has reached a consensus that relationship marketing acts as an underlying variable in the commercial market. Therefore, it has become the basic logic and rational cognition of CRM and brand equity management to drive customer loyalty and brand equity through brand relationships. However, with the rise of a new round of technological revolution and industry changes, can the brand relationship-driven force successfully counter the technological innovation-driven impact on the brand relationship affection and customers purchase intention? Can the basic theoretical model of brand equity effectively guide business practices in emerging markets? Or is there a need for reconstruction? These issues are worthy of further exploration. By using mobile phone brands' user as samples, the thesis has revealed:on the surface, the consumers still follow the development path of "brand prototype-brand relationship affection-purchase intention"; in essence, they have changed their logic under the external driving influence, compared to the brand relationship-driven influence, the technological innovation-driven influence is a stronger moderator. The research has overturned the traditional theoretical model of relationship marketing to a certain extent and thus has important implications and significance for enterprises to develop marketing strategies in the new economic environment.

Key words: brand prototype, brand relationship affection, brand relationship-driven force, technological innovation-driven force