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.
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","iv":"38a99e700bdf690b08e27eb72a91e8e7","s":"67abd9decc08dd09"}
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