【正文】 her to publish or disseminate the results (Wimmer amp。s pelling message (feedback) (Nissim, 2020). 13 Establish brand loyalty by advertising: An international confectionery brand in China Media is the general munication method that carries advertisement messages by television, magazines, or newspapers. Today, new media has more effective ways for carring advertising messages. Some vehicles are the specific broadcast programs or print choices in which advertisements are placed (Shimp, 2020). 14 Establish brand loyalty by advertising: An international confectionery brand in China Methodology As candy is popular, I want to find out what factors lead customers to buy candies. I also want to find out which resources consumers use to buy candies。 Safety needs, such as protection, order, stability。 Kanuk, 2020)。s particular offering in parison to other brands in a category of petitive products (Shimp, 2020). For example, “Alpenliebe” abstractly stands for “l(fā)ove” 。s famous local brand “White Rabbit”, moving China39。s advertising market scale in the global market, and ranks fifth steady growth at a pound rate of %. China39。 it is the intangible value and the key concept of what “Alpenliebe” want to municate to its target consumers. The 4 Establish brand loyalty by advertising: An international confectionery brand in China slogan of Alpenlieve is “Where there is love, there is Alpenliebe”. Love not only between lovers, but also the love with your family, your friends. The most successful big idea of “Alpenliebe” is it creates a happy life through passion。 Kanuk, 2020). Most of the purchase decisions are influenced by the consumers’ value system and the prehension of the products. Having a dominant 7 Establish brand loyalty by advertising: An international confectionery brand in China brand provides the strongest possible petitive advantage because in many purchase situations no other brand will even be considered. Name A brand name is an anchor for a product’s identity (Kohli amp。s merits to reinforce the consumer’s brandrelated beliefs and attitudes (Shimp, 2020). For the consumers, a good brand has strong attraction and helps consumers to make quick purchase decisions. If the purchasers like the brand and build a strong preference for it, they must cultivate strong convictions that the particular brand is superior to other brands on the market (Schiffman amp。 SelfActualization, such as selffulfillment (Schiffman amp。 Dominick, 2020). However, surveys involve a number of steps. Researchers must decide whether to use a descriptive or analytical approach。 100% of the respondents have eaten this candy, and 95% of them have bought it. This information shows Alpenliebe has a high brand awareness in China market. In the , we can see there over 55% of people like this brand and 14% strongly like it. This means that most consumers like this brand and build a strong preference for it. The literature review, states that a good brand has a strong attraction 17 Establish brand loyalty by advertising: An international confectionery brand in China to enable consumers to build a strong preference, then they can make quick purchase decisions. In the , we find that taste is the most important factor in candy consumption. The reasonable price of Alpenliebe candy is one of the reasons why people like it (see ). Through the survey, the data shows the most popular media channels for people to learn about Alpenliebe are from TV advertisements and mouth to mouth munication (see Figure ). Some of the consumers share the candies with 18 Establish brand loyalty by advertising: An international confectionery brand in China friends or families. As we said in the literature review, an advertising message will be effective if it placed in the right media by trying the best to reach the target audiences. It can be easily proved that mouth to mouth munication is one of the effective way for carrying the advertising messages. An effective advertisement also needs a unique key concept. It is responsible for positioning the positive image of a brand. The advertising key concept of “Alpenliebe” is love. The Most famous slogan of Alpenliebe is “where there39。 only 3% over 30 years old buy candy once a week. See the Which candy brand is your favorite?, 42% of respondents select Alpenliebe as their favorite candy brand. We are already know people love Alpenliebe, not only because of the good taste and reasonable price, but also because its brand image is full of love, especially the romantic love between lovers. Through the Figure and , we can conjecture the reasons why most people usually buy candy in a supermarket. Firstly, supermarkets have high quality assurance for the food and most people 22 Establish brand loyalty by advertising: An international confectionery brand in China believe it is fair trade. Second, supermarkets usually have promotions, such as get samples or buy one then get one for free. To bine these two reasons above, it is easy to find the reason why Alpenliebe set its main pointofsale in supermarkets. In brief, effective promotions will attract consumers to purchase candy. Those effective promotions are related to the purchase cost which is one of the important factors in consumer purchasing process. Today, candies are not only just for taste, but also can be a gift for friends, lovers, or family to express your devotion. In , 48% of people have bought candies as a gift for others. Also, shows 70% of females think they will have a romantic feeling if their boyfriend or male friend gives them a candy. An interesting phenomenon in this survey, is that 90% of males believe that candy can be a romantic gift to help them to obtain a girl