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

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

The best brands evoke the emotions of their customers by tapping into their hearts and minds. Individuals connect with brands the same way they connect with peo

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

Influencers and content creators have profoundly impacted business and culture. This textbook combines cutting-edge conceptual and critical thinking on the subj