英语论文网

登录/注册
会员中心
我要定制
留学生硕士论文 英国论文 日语论文 澳洲论文 Turnitin剽窃检测 英语论文发表 留学中国 欧美文学特区 英语词典 论文寄售中心 论文翻译中心

Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal

英语论文题目英语教学英语论文商务英语英语论文格式商务英语翻译广告英语商务英语商务英语教学英语翻译论文英美文学英语语言学文化交流中西方文化差异英语论文范文英语论文开题报告初中英语教学英语论文文献综述英语论文参考文献

ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter

澳大利亚论文英国论文加拿大论文芬兰论文瑞典论文澳洲论文新西兰论文法国论文香港论文挪威论文美国论文泰国论文马来西亚论文台湾论文新加坡论文荷兰论文南非论文西班牙论文爱尔兰论文

小学英语教学初中英语教学英语语法高中英语教学大学英语教学听力口语英语阅读英语词汇学英语素质教育英语教育毕业英语教学法

英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查

temcet听力雅思考试托福考试GMATGRE职称英语理工卫生职称英语综合职称英语职称英语

经贸英语论文题目旅游英语论文题目大学英语论文题目中学英语论文题目小学英语论文题目英语文学论文题目英语教学论文题目英语语言学论文题目委婉语论文题目商务英语论文题目最新英语论文题目英语翻译论文题目英语跨文化论文题目

日本文学日本语言学商务日语日本历史日本经济怎样写日语论文日语论文写作格式日语教学日本社会文化日语开题报告日语论文选题

职称英语理工完形填空历年试题模拟试题补全短文概括大意词汇指导阅读理解例题习题卫生职称英语词汇指导完形填空概括大意历年试题阅读理解补全短文模拟试题例题习题综合职称英语完形填空历年试题模拟试题例题习题词汇指导阅读理解补全短文概括大意

商务英语翻译论文广告英语商务英语商务英语教学

无忧论文网

联系方式

站内搜索

marketing literature review:广告和品牌形象对消费者购买的影响

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-11-28编辑:anne点击率:546

论文字数:1190论文编号:org201711281505029508语种:英语论文 English地区:英国价格:免费论文

关键词:marketing literature review品牌形象Brand image

摘要:市场营销学文献回顾:关于品牌形象和品牌广告对于消费用购买行为的影响分析。

Introduction:介绍

在这篇文献综述中,我将讨论关于广告和品牌形象的理论,以及它们如何影响消费者购买。首先,品牌形象以及它如何影响消费者的购买将被讨论。其次,有关于广告的理论,广告是如何影响消费者购买的。
In this literature review,I will discussed the theories about advertising and brand image and how both of them affect consumer purchasing. First of all, brand image and how does it effect consumers purchasing will be talked about. Secondary, there are theories about advertising and how does advertising effect consumers purchasing. 

Brand image:品牌形象:

品牌的定义是“一个名称,术语,符号,符号或设计或它们的组合,旨在识别一个卖家或一组卖家的商品和服务,以区别于竞争对手的商品和服务”(科特勒,1991年,第442页,引用于Kahle&Kim,2006,第4页)。一个品牌可以帮助一种产品在市场上脱颖而出。品牌是一组符号,表明公司拥有一定的产品(Kahle&Kim,2006,p.7)。当有许多公司在市场上推广类似的产品或服务时,有必要开发一个强大的品牌名称,这样客户就可以很容易的注意到。公司需要建立一个强大的品牌形象,在消费者心中产生强烈的联想(Kardes,Cronley&Cline,2013,p.352)。品牌形象的概念最早出现在20世纪50年代,营销人员很难理解实际的含义(Woodside,Megehee&Ogle,2009,p.40)。品牌形象可以建立品牌名称,产品协会之间的关系,买家与之相关联以及当他们看到它或谈论它时如何感受(Kahle&Kim,2006,第5页)。
Thedefinitionof brand is “a name, term, sign, symbol, or design or combination of them which is intended to identify goods and service of one seller or group of sellers to differentiate them from those of competitors” (Kotler, 1991, p. 442, cited in Kahle & Kim, 2006, p.4). A brand can help a kind of products stand out from others on the market. Brands are a set of symbols that shows a company owns a certain set of products (Kahle & Kim, 2006, p.7). When there are many companies promoting similar products or services on the market,it is necessary for them to develop a strong brand name, so customers can notice it easily. Companies need to develop a strong brand image that will bring about strong associations in the mind of consumers (Kardes, Cronley & Cline, 2013, p.352). The concept of brand image first seen in the 1950s, it is difficult for marketers to understand what is actually means (Woodside, Megehee & Ogle, 2009, p.40). Brand image can build relation between brand name, the product associations, what the buyer associates it with and how they feel when they see itor talk about it etc. (Kahle & Kim, 2006, p.5). 

How does brand image effect consumers purchasing?品牌形象如何影响消费者购买行为?

According to Sumarjan et al. (2013, p.282), the image of a brand can provide a continuable competitive advantage for a company, which can have an effect on the way that consumerspay attention tothe price of goods. For example, if products have a strong brand image, then consumers will pay more for it. Brand image has a major effect on which productattracts consumers choose to buy. It also has an effect on how much consumers would like to tell other people about it and recommend it to other people (Sumarjan et al. (2013, p.283).  Kahle & Kim (2006, p.184) stated that when consumers strongly recommend a brand, they will have a unique feelfromthis brand, and this creates a positive attitude towards it. Therefore, when a consumer thinks that a brand performs well, they build up a strong brand image and this means that they are more likely to tell others about it.All of these can result of increasing sales for the company.

Advertising:广告

Advertising is part of the promotional mix; the promotional mix consists of advertising, public relations, sales promotion, and personal selling (Lamb, Hair & McDaniel, 2012, p.163). Advertising is the most common type of promotion from in all of the types of promotion. It is classed as a type of non论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

共 1/3 页首页上一页123下一页尾页

注:发表学术评论,超过20个字的可以增加2分积分,用来免费阅读收费论文。

评论:

换一张

英国英国 澳大利亚澳大利亚 美国美国 加拿大加拿大 新西兰新西兰 新加坡新加坡 香港香港 日本日本 韩国韩国 法国法国 德国德国 爱尔兰爱尔兰 瑞士瑞士 荷兰荷兰 俄罗斯俄罗斯 西班牙西班牙 马来西亚马来西亚 南非南非

   Europe (24-hours)
   EN:13917206902
   china (24-hours)
   CN:13917206902
在线客服团队
    全天候24小时在线客服
      QQ:949925041 
  

    微信在线客服(24小时)
  
微信公众订阅号