This could be for a firm to cross- or up-sell, change brand perception or engender loyalty.

It's about humanity; it's 'we're all in the same boat'; it engenders loyalty.

They transformed it, introducing management that gave greater importance to the human element than to mass production, engendering loyalty from employees at a time stricken by industrial unrest.

The basic economic units in each town were houses, family-operated entities that engendered loyalty for its employees.