When comparing prices, consumers can find the exact same style of Nike boot at Adidas and pay a lower price. Essentially, what the consumer is paying extra for is the Nike brand. Looking at my journal, you can see that I wore Adidas boots once, then I went out and bought Nike boots. “Brand loyalty is based on an emotional connection to the brand and a conscious commitment to returning to that brand every time the consumer purchases from that category. » 112 Brand Promotion I could have worn the Adidas boots for free, but I spent time and money buying the Nike brand. “Brand loyalty and advertising work together to create another important economic effect related to price flexibility and profits. When consumers are brand loyal, they are generally less sensitive to brand price increases. 45 Advertising and Integrated Brand Promotion Being able to increase prices while maintaining the consumer market is very valuable. This is one of the main reasons why brands strive for brand loyalty.