Examining the effects of brand authenticity and brand identification on consumers' willingness to pay premium

The present study proposes a holistic framework to understand the effect of brand authenticity and brand identification on willingness to pay premium by taking brand jealousy as a mediating variable. Brand jealousy is a feeling of jealousy a consumer experiences when the brand he loves is purchased/owned by other individual but he himself is not able to possess the brand. Also, the effect of brand authenticity and brand identification in influencing brand jealousy is evaluated through direct and indirect routes by taking brand love a mediator. The findings of the study reveal that brand identification and brand authenticity have a direct and significant effect on brand jealousy, brand love, and willingness to pay a premium. The study confirms that the managers of sportswear brands and marketing planners must not ignore the relative importance of brand authenticity and identification in their overall brand-related assessment. Additionally, they should also focus on brand love and jealousy to facilitate willingness to pay premium from the perspective of the consumer.