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ption of a product which the consumers have. It is basically the kind of association which they develop between the product attributes (existing as well the non-existing but desired) and the brand name. Brand Image is built through a period of time and advertisement plays a large role in this.

Brand Awareness and Brand Image:

Brand awareness is also a necessary step for creating an association with the image of a brand. Without awareness of a brand, no other form of communication effects (e.g., brand attitude, brand images, and brand experience) can occur (Aaker, 1991; Keller, 1993, 2003, 2008; Macdonald & Sharp, 2003). Keller (1993, 2003, 2008) explained that in addition to brand awareness, these effects comprise brand knowledge and they serve as the source of brand equity.

Brand awareness and brand preference will affect the core brand image (Shwu-Ing Wu & Chen-Lien Lo. 2009) and is positively related to core-brand attitude (Kardes and Kalyanaram,1992; Alpert and Kamins, 1995).

Various theories on advertising and strategy have stated the positive brand awareness will lead to heightened brand image. This is a part of the well established Communication Strategy (Percy, Larry, Rossiter, John R., Elliott, Richard, Strategic Advertising Management, 2001). Four communication effects have been discussed in the work of Rossiter and Percy, and it will be from these effects that the following communication objectives were drawn: category need,brandawareness,brandimage builfing, andbrand purchase intention. Category need refers to the target audience's feeling that they would like a particular product or service in order to satisfy a specific need. It is important to remember here that category need is a perception, and therefore it can be established by the advertiser. By successfully establishing a belief in the target audience's mind that links the product category and a felt need, the advertiser can stimulate primary demand for the product category. Category need is the communication effect that causes primary demand. Brand awareness is the target audience's ability to identify a brand within a category in sufficient detail to purchase or use it. We have already seen that at the product category level consumers will not buy unless there is a perceived category need. At the brand level, consumers cannot buy unless they are first made aware of the brand. As a result, brand awareness must always be considered first, before any other communication effect.

Hence we propose the following hypothesis:

H1: Brand Awareness and Brand Image are positively related.

Surrogate Advertising and Brand Awareness, Brand Image:

The cue actually used by the consumer in place of another to evaluate alternatives may be called a 'surrogate indicator' (Cohen, 1972). Brand awareness has been one of the most important ways of assessing the success of any marketing campaign. The available research literature on Brand awareness explores a variety of issues like factors affecting Brand Awareness of Virtual Advertising (Tsuji, Bennet &本论文由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。