1 Brand Loyalty: Emotional Devotion or Rational Behavior – A Study on

Purpose – The purpose of this paper is to determine the factors that lead to brand loyalty. These factors have not yet been clearly defined because so many situational and transient agents play roles in its development. We ask questions about who, when, why, for how long, for what types of products, and under what conditions brand loyalty occurs in order to suggest some identifiable determinants. We use the mobile telephone (cell phone) as a test product for the development of brand loyalty. Methodology a. Data collection: 1200 persons over 18 years of age who were selected on a stratified sample basis took the survey, and 1059 responses are eligible to be analyzed. The questionnaire consisted of 50 questions: five on the demographic factors of age, gender, occupation, educational level and personal monthly income; seven on name of the brand used, term of cell phone usage, term of same brand usage, price paid for the cell phone, amount of time used daily, main purpose of cell phone use, and what guided the decision to buy; and 38 questions regarding the user’s practice and the evaluation of cell phones, using a five-point Likert-type scale. b. Theoretical framework: Each of the 50 questions represents a variable to be analyzed. The degree to which factors influence the participants ’ cell-phone appraisal was hypothesized to reveal significant differences between, on on