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":"3d744a9b621f78c01fbce0f07a7a320d","s":"8e197b48c3fddad3"}
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