How Strong is Your Brand Loyalty?

"Did you weep into your cornflakes over Antennagate last year? Me either, but a new study suggests that some people might have. According to Ars Technica, researchers at the University of Illinois discovered that attacks upon people's favorite brands can be perceived as attacks against their self image."

Now, I have been accused of being a fanboy in the past (shocker I know), some have even thought I was getting kickbacks from Apple because of my loyalty to the brand. However, attacks on Apple DO NOT make me cry and I don't think they are attacking my self image. So I think I am ok, but it was an interesting study nonetheless. I do have brand loyalty to a point. The point is when quality and customer service both take a nose dive. Once that happens, I don't go back to a product. I can deal with one or the other but when both are affected then it's time for me to find another company to supply the same or similar experience. So far with Apple, I have yet to experience this so yea, I stick with them. Their stuff just works (for the most part). What are your thoughts?