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":"923b193918aed801a8d6040c71277488","s":"fc0f865f10f2bc74"}
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