Of course it can
Marketing does it all the time.
BRAND LOYALTY
Loyalty is simply a psychological belief or preference for one thing over another. Loyalty to a friend, loyalty to a spouse/lover or loyalty to your favourite brand of ice cream.
You trust that you will not be hurt, give them your loyalty and in return they will be loyal to you.
Loyalty can also be changed or moved over time. You can be taught (or manipulated might be a better phrase) to be loyal to certain factions, brands or whatever through rewards, punishment or various other external stimuli