Control Variable: Following the work of previous researchers, we controlled several variables including sex, age, disposable income and altruistic motives [4]. Altruism is generally seen as positive but does not always denote self-sacrifice; it sometimes refers to a form of benevolence toward others or a form of utilitarianism (ibid). This study operationally defines altruistic motives as a company’s ethical behavior, such as publicity, charity and sponsorship, which results in attractiveness to customers and generates customer loyalty. This study measured altruistic motives using a three-item scale adapted from the works of Webb and Mohr (1998) and Hsieh and Kai Li(2008).