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":"ae541e5fe4cdb3a10e5b98c4ac1b8ac0","s":"797c46e1e87859b8"}
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