Abstract: The Disney Park in Shanghai makes a profit on the occasion of one year′s opening, while its many Chinese counterparts are in a state of loss. The most important reason for the different market performance lies in the high value brand equity(brand relationship) derived from the visitor experience that Shanghai Disneyland provided. Based on the analysis results of previous in-depth interview data and grounded theory, this paper constructs the model of brand relationship building model based on experience, and uses moderating effect analysis to deal with the data. The results show that brand relationship in Chinese cultural context consists of three dimensions: trust/dependence, commitment, expression of social value, the second-order factor experience and emotional experience have significantly positive effect on the three brand relationship dimensions, global consumption orientation does not play role in relationship between experience and brand relationship, but it reversely moderates the relationship between emotional experience and brand relationship. This research further reveals the constructing mechanism of brand relationship in cross cultural consumption context, and provides a theoretical reference for theme park and transnational enterprise marketing decision in the big picture of going global practice in modern China.

Key words: experience, brand relationship, global consumption orientation, theme park