Abstract: Under the background of “military-civilian integration”,inheriting and carrying forward the military industry history of the brand has become an important direction for strengthening brand building. Existing studies have explored the impacts brought by military industry and brand history, but few have approached from the perspective of the salience of brand military industry history. The research is based on the social cognitive theory and explores the mechanism of the historical salience of brand military industry on consumers' brand promotion through three experiments. The results indicate that a high salient brand military industrial history(vs. low salient) leads consumers to develop a more positive brand evangelism. The sense of national contribution and brand admiration serve as chain mediators, while market performance plays a moderating role. When a brand performs well in the market, the sense of national contribution derived from high salience of military industrial history(vs. low salient vs. no military industrial history) can generate a higher level of brand admiration, which in turn leads to more positive brand evangelism. Conversely, when market performance is bad, there is no significant difference between the high salience and low salience of military industrial history. However, mentioning military industrial history is better than having no military industrial history at all. This study expands the theoretical research on the history of brand military industry and brand promotion, and also provides guidance for enterprises to formulate marketing strategies by using the history of brand military industry.