This research is investing the effects of ”Brand Image” and ”Advertising appeal” on the ”Purchasing Intension”, and the effect that the ”Word-of-Mouth” can do to it, which is based on ”Korean-branded cell phone” as the target product. In according to this research, the ”Symbolic” brand image will result in a higher consumer's purchasing intension, in comparison of the ”Experimental” and ”Functional” brand image. On the other hand, the advertisement of ”Emotional appeal” will stimulate the purchasing intension, comparing to the ”Rational appeal” advertisement. In the third place, the ”Symbolic brand image” and the advertisement of ”Emotional appeal” together will lead to best selling of all combination. By the findings of this research, Korean cell phone company shoud use the emotional kind of AD more often, and make their brand image to conform to the consumers' self image. And the most important of all, the bad WOM can decrease the consumers' purchasing intension a lot, especially when their friends tell them not to buy a Korean cell phone. Therefore, the Korean cell phone company shoud pay more attention to prevent the bad WOM in case it destroys the long-term-built brand image.