Marketing
January 10, 2018
Still from "Writing with Fire," a film supported by Gucci's TriBeCa Documentary Fund. Image courtesy of Black Ticket Films
By Brielle Jaekel
New research shows that consumers are more likely to be loyal to brands who share their core values on social issues, making luxury marketers' reliance on a philanthropic image highly important.
{"ct":"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","iv":"e366b96fcef9b548d31d2c8389acf400","s":"9b910fb555481b51"}
Share your thoughts. Click here