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":"859ecb696d572dc09cbcd6c9c8c199ac","s":"64c9e6f63b0f2581"}
Share your thoughts. Click here