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":"6cb977678612beab2fd12002333ddd50","s":"07c87f37a9795e7a"}
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