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":"c61cecd378c80ea2a354464d9940abdb","s":"9f99ba5bffca1529"}
Share your thoughts. Click here