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":"9d310e74990d3977623f5b6ad1d22395","s":"6e1fe6e29ef7f772"}
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