Abstract
ABSTRACT The purpose of the present research is to recommend & empirically validate the scale for brand desire and to understand its role in shaping purchase intention in a developing Asian country. A three-item scale for brand desire was validated through the utilization of focus group technique, exploratory factor analysis, and Lawse content validity ratio. Additionally, Brand “love-desire” framework is also proposed and empirically tested along with the testing of a possible alternative model which could emerge from the existing constructs.
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