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":"73e8f0ba65257a466ca36f95f30ebbf7","s":"64938676c6a15e03"}
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