In Bangladesh, shopping malls are increasing by leaps and bounds. The malls are in stiff competition with each other for capturing the
lion’s share of its customers. They just want to be ahead of pack by offering good quality products, appealing advertisements, and
different exciting facilities to their customers. Most of the time, organizations just ignore the phenomena that for being a sustainable
entity in the industry one must have a position in their customers’ mind. The position can be created through establishing a brand.
Brand is the result of all the strategies an organization takes to give customers a memorable experience with their organization. Brand
is the psychological mediator which leads a customer to pay premium price for their purchase. The study is conducted to find out the
facets of customer-based brand equity of a renowned shopping mall of Bangladesh that influences customers to pay premium price.  To do
so, 196 samples were selected through judgmental sampling from Jamuna Future Park Shopping Mall. It evaluates the impact of independent
variables (easily imagine, top of mind awareness, up-market, proud to buy, trust, quality, consistency, varieties, facilities, loyalties,
) on customers’ intention to pay premium price at JFP. Among all the variables, customer loyalty, customer trust, top of mind awareness,
good quality and variation of shops influence customers to pay premium price in any of their purchase.