Affinity vs Loyalty
In your post about Crazy Loyal http://www.1to1media.com/weblog/2007/08/crazy_loyal.html
I think you have identified the fundamental problem with the word.
Loyalty should be a binary state – you either are or aren’t.
furthermore loyalty should be reserved to those things you really are loyal to, otherwise I think we should use the word affinity to express the degrees to which we have eith a share of wallet relationship, infatuation or mild emotional attachment to the brand or item in question.
If you are interested, I have a posting https://miroslodki.wordpress.com/articles/brand-affinity-dynamics-part-1-of-3/
that delves into this in more detail.