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Sarkar, A. and Sreejesh, S. (2014) Examination of the Roles Played by Brand Love and Jealousy in Shaping Customer Engagement. Journal of Product & Brand Management, 23, 12-22.

has been cited by the following article:

• TITLE: Consumers’ Perceived Brand Aspiration and Its Impact on Intention to Pay Price Premium: Moderating Role of Brand Jealousy

  AUTHORS: S. Sreejesh

  KEYWORDS: Brand Aspiration, Brand Attachment, Brand Commitment, Willingness to Pay Price Premium

  JOURNAL NAME: Theoretical Economics Letters, Vol.5 No.2, April 20, 2015

  ABSTRACT: The extant research suggests the role of consumers’ perceived aspirations in driving behavior, including strong brand preference. Despite studies demonstrated the importance of managing aspirations, the branding literature yet to look at the relationship between consumers’ perceived brand aspirations and their willingness to pay price premium. In this backdrop, this study used a four dimensional measure of consumers’ brand aspiration and demonstrated its consequential effects on consumers’ willingness to pay price premium. It also examined the role of a situational moderator, brand jealousy on these effects. The findings of the study offer a clear understanding of the assessment of consumers’ brand aspirations and its consequential effect on consumers’ behavioral related outcomes.