The Righteous Brand : Consumer Brand Relationships in a Polarized World (Hardcover, 2 ed)

Part 1 ? Consumer Brand Relationships. Chapter 1 - The i-mage gap. Chapter 2 - The Relational Brand. Chapter 3 ? Relationships with Packaged Goods Brands. Chapter 4 ? Relationships with Prestige Brands. Chapter 5 ? How Brand Relationships Mitigate Consumers’ Risk. Chapter 6 ? Relationships with Corporate Brands. Chapter 7 - Universal Brand Relationships. Chapter 8 - The Current and Future Value of Brand Relationships. Part 2 ? The Righteous Brand. Chapter 9 - How brands navigate an era of social and political polarization. Chapter 10 - What is the Purpose of a brand? Chapter 11 - Brand Sanctity, the canary in the mine. Chapter 12 - Achieving Consensus with Brands’ Moral Relationships