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":"a0ba27945788198c85ae3290a541888c","s":"a108bc1a03066326"}
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