There's one airline in particular that I dislike simply due multiple bad experiences. I vocalise this significantly. I still book their flights if it's the cheapest: I'd argue to myself that (a) flying is a transient experience and (b) I'll use the saving for a 'free' lounge pass, taxi to the airport, etc.
I wouldn't assume that just because people vocalise brand loyalty, means that they stick with it when it's time to open their wallets.
I wouldn't assume that just because people vocalise brand loyalty, means that they stick with it when it's time to open their wallets.