【導讀】moresuccessful.brandslike"Alpenliebe,Mentos,Frisk,Fruittella,Golia,Vivident,Airheadsand

　　

【正文】 attitude has an effect on establishing brand loyalty. In this survey, the range of respondents39。 age is from 12 to 94, and the main group is 18 to 29 (see ). 20 Establish brand loyalty by advertising: An international confectionery brand in China Age new * p2q12 Crosstabulation p2q12 Total once a week twice a week once a month Age new 18 Count 6 3 2 11 % within age new % % % % % within p2q12 % % % % % of Total % % % % 18 to 22 Count 14 14 3 31 % within age new % % % % % within p2q12 % % % % % of Total % % % % 23 to 29 Count 17 18 6 41 % within age new % % % % % within p2q12 % % % % % of Total % % % % 30 Count 1 6 10 17 % within age new % % % % % within p2q12 % % % % % of Total % % % % Total Count 38 41 21 100 % within age new % % % % % within p2q12 % % % % % of Total % % % % (Figure ) A crosstabulation examining the proportion of consumers’ age group and how often they buy candies was conducted using SPSS. A chisquare statistic indicates there is a significant difference (X2=, p.01). Examining the table above shows that’s as consumers get older, they are more likely to purchase candy only once a month. For example, about 48% of consumers older than 30 years old buy candy 21 Establish brand loyalty by advertising: An international confectionery brand in China once a month。 whereas, only 25% of consumers under 22 years old buy candy once a month. Conversely, approximately 53% of consumers under 22 years old buy candy once a week。 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 girl39。s heart(). 23 Establish brand loyalty by advertising: An international confectionery brand in China In a part of the literature review, we discuss what drives brand loyalty. Terence Shimp said, sales promotions and advertisements sometimes work together to encourage purchase (Shimp, 2020). Brand loyalty is defined consists of both attitudes and actual behavior, and both must be measured (Schiffmanamp。 Kanuk, 2020). Affective, cognitive and conative are three ponents of attitude. In this survey, consumers love Alpenliebe not only because they love the taste (affection) or just the reasonable price and sale promotions (conation), but also it is given a meaningful reason (cognition). It can be the way that we can express our love to family, to friends, or to lovers. Question 3: How does the advertising affect consumers39。 purchase decision? 24 Establish brand loyalty by advertising: An international confectionery brand in China See Figure , over 50% of consumers thought advertising influenced their purchasing decisions. In the book of Integrated Advertising, Promotion, and Marketing Communications, it is said the consumers buying decisionmaking process consists of five steps. Certainly, consumers39。 purchase decision is an important key to determine whether they can go a step further and have a postpurchase evaluation (Keller, 1998). Consumer attitudes can be influenced by effective marketing munications (Clowamp。Baack, 2020). As we know, advertising is a kind of effective marketing munication. It can guide consumers to recognize a brand, to purchase a product and trust a brand, then increase the awareness of the product and reinforce brand loyalty (Shimp, 2020). In the final part of the questionnaire, we asked questions like, Do you want to have a harmonious family which is full of love? Would you desire a romantic marriage? or Does a lollipop remind you of your childhood?. The purpose is to find out consumers39。 beliefs and their personal values. Consumer values frame attitudes and lead to the judgments that guide personal behaviors (Clowamp。Baack, 2020). 25 Establish brand loyalty by advertising: An international confectionery brand in China In Figure , all (100%) of people want to have a harmonious family that full of love. And in the following question, we assumed a situation to ask the respondents If you were away from your family for a long time, would seeing a family ad make you miss them more? 97% of the respondents answered yes. For this kind of psychology, the advertising designers of Alpenliebe use a pleasant theme to describe happy times with families. Visually, to bine love with Alpenliebe. ChiSquare Tests Value df Asymp. Sig. (2sided) Pearson ChiSquare