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":"41881e4ce75cbef35317a166d90f6abd","s":"6544c0038128ac69"}
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