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":"fa82f153c69080232d49dfd26351e6c4","s":"836fb318d9f99b1b"}
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