Message Queue Exception : Queue does not exist or you do not have sufficient permissions to perform the operation

At this line of code i am getting the error as i mentioned

I declared MSMQ_NAME as string as follows

  private const string MSMQ_NAME = ".\\private$\\ASPNETService";

    private void DoSomeMSMQStuff()
    {
        using (MessageQueue queue = new MessageQueue(MSMQ_NAME))
        {
            queue.Send(DateTime.Now); //Exception raises
            queue.Close();
        }
    }