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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