Brand loyalty:"A consumer's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy ". Can brand loyalty be associated with FanBoy habits? Is that the secret behind them? We delve deep down into FanBoys minds to find out what makes them tick or not tick for that matter. I study there habits and try to find out if it IS really just a case of severe I repeat SEVERE case of "brand" loyalty.