【正文】 beliefs and their personal values. Consumer values frame attitudes and lead to the judgments that guide personal behaviors (Clowamp。 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。 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。s Alpenliebe”. 85% of people think this slogan is suitable for Alpenliebe(see ). In the literature review, we said a high recall of advertising slogan can give consumers a deeply impression of a brand. “Alpenliebe” was trying to express love。 Dominick, 2020). In this paper, I selected analytical survey to attempt to describe and explain why situations exist. In this approach, I will investigate research questions to survey the 15 Establish brand loyalty by advertising: An international confectionery brand in China candy consumption to prove how popular Alpenliebe candy is in China, and to justify what kind of brand image consumers would prefer. The most appropriate survey approach for this paper is group administration and inter survey. The group administration technique has certain advantages: it can be a longer questionnaire and obtain high response rates. Inter survey can collect questionnaire data more quickly and it is better for some respondents who are in different areas, or the respondents who can not plete the questionnaire in a specific time period. The questionnaire includes closedended questions, multiplechoice, likert scales, semantic differential scales, and rankordering. It is divided into three parts。 review the available literature in the area。 why Alpenliebe candy is popular among consumers, and how the candies affect their lives. Through the research, this survey can answer the questions: RQ1: Why is“Alpenliebe” so popular? RQ2: What attitude does candy have on consumers? RQ3: How does advertising affect consumers39。Cooper, 1987, p3). It also generally incorporates the pany39。 Social needs, such as affection, relationships, belonging。 beliefs and attitudes that resulted from trying the product (Shimp, 2020). The reinforcement purpose is to acplish brand loyalty. If the brand continues to satisfy expectations and be a superior brand, then consumers may bee brandloyal purchasers. Advertising Advertising is defined as “any paid form of nonpersonal munication about an anization, product, service, or idea by an identified sponsor” (Advertising Age, 2020). The purpose of advertising is to build brand equity and to sell products. Advertising can guide consumers to recognize a brand, to purchase a product, and trust a brand。 it is a goal that the marketing municator aspires to achieve. According to Terence Shimp39。Leuthesser, 2020). A high recall of an advertising slogan can give consumers a deeply impression of a brand. Brand Awareness What is brand awareness? According to Shimp39。 Volvo is virtually synonymous with safety。s package is the last opportunity to make an impression on a consumer(Clow amp。s top 10 confectionery brands. In 2020, it was still the top brand which occupied the most confectionery market share in China. Today, “Alpenliebe” is still in the China top 10 confectionery brand. “Alpenliebe” es from the word Alps. Most people call the Alps “holy mountain” because its beautiful environment. It is a German word that translates to “l(fā)ove in Alps”. This candy brand uses the name Alpenliebe to express love to nature, and hope to bring love to everybody (Alpenliebe home page, 2020). In various advertisements of different confectionery brands, they can municate to consumers the brand image and intangible values of brand equity. Most of what we obtain from advertising is intangible value. “Alpenliebe” attempts to create a positive image to fulfill consumers39。s advertising market scale, iResearch). Based on this tend, a descriptive study was undertaken to investigate and discuss a particular candy brand, “Alpenliebe”. The study shows how to establish its own brand loyalty among confectionery market. “Alpenliebe” is an international candy brand under Perfetti Van Melle confectionery Co., Ltd (PVM). PVM is a privately owned Italian pany。1 Establish brand loyalty by advertising: An international confectionery brand in China Abstract Brand loyalty is a measure of how often a customer is incli