How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?

Brand jealousy is an increasing phenomenon in recent years works of literature and its effect on the relationship between consumer brand. This study intends to explore affiliation brand willingness pay more as well mediating roles attachment materialism. The theoretical framework analyzed through a quantitative approach with help questionnaire using Partial Least Square Structure Equation Model (PLS-SEM). findings depict positive more. outcomes this ensure practical insights for marketing managers by introducing various strategies their integrated communication influence customers’ brands.