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.