The primary objective of this study was to verify whether the underlying structure of brand loyalty consists of behavioral, attitudinal, and composite brand loyalty. Two stages of research design were employed to gather data from mobile phone users in the study, including the pre-test to gain insight and to purify measurement of brand loyalty by applying Exploratory Factor Analysis (EFA), and the main study to confirm the underlying structure of brand loyalty by applying Confirmatory Factor Analysis (CFA).This study found that the existence of the multidimensional construct of brand loyalty was confirmed, and that the multidimensional construct unquestionably consists of three distinct dimensions: behavioral brand loyalty, attitudinal brand loyalty, and composite brand loyalty. In other words, the existence of composite brand loyalty revealed a third unique dimension of brand loyalty distinguished from behavioral brand loyalty and attitudinal brand loyalty.
