With the significant growth of the e-commerce industry, marketers are continuously faced with the challenges of sustaining profits and business growth. Among several ways of sustaining business, repurchases are vital for the sustained growth of any retailing business, specifically, for e-retailing in recent times. Additionally, nurturing and keeping the relationship with existing customers is far more cost-effective than acquiring new ones. Hence, it becomes imperative for online firms to have repurchases by their customers. Further, frequent and attractive promotional offers seem one of the most effective and practiced marketing tools by online retailers to achieve a competitive advantage. Our study investigates the impact of the specific kind of online deal on consumer repurchase intention in the context of aspirational outgroup brands (AOGB).