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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