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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