If the literary world is any indication, women cannot get enough of the alpha male. He is seen as strong — the leader in many instances. He usually runs his own business or is the voice that people listen for in important settings. The one who delegates.
When he set his sights on a woman, she is already his; he will do everything in his power to keep her happy, safe, and comfortable. These are the men who lead the world and stand by their principles. They are not arrogant or self-absorbed, but they exude confidence and assertiveness.
All in all, I believe that women love alpha males because women love men who know what they want and have the ambition and drive to work towards that goal. They don’t want to be rescued by the knight in shining armor. They want respect, to be valued, and to be cherished.