Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a wil

This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept

Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for

This is a guide to help brand strategists consider what people really want in order to enhance their lives, and think about the role of their brand in respondin

Providing a comprehensive perspective on human desire, this volume brings together leading experts from multiple psychological subdisciplines. It addresses such