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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.

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