Background <p>Brand jealousy is a natural phenomenon among consumers of apparel fashion brands; however, little is known about how this emotion can strengthen customers’ emotional attachment to brands and motivate them to pay a premium price and engage in positive word-of-mouth. The principal aim of this study is to examine the effect of brand jealousy on brand attachment and its subsequent influence on customers’ willingness to pay a premium price and spread word-of-mouth, with brand attachment serving as the mediating mechanism.</p> Methods <p>This study collected data through an online survey through a convenient sampling technique. Out of 400 responses, we used 284 properly filled responses for data analysis using the SEM technique (using smart PLS software).</p> Results <p>The results indicated that brand jealousy has a positive significant effect on brand attachment; brand attachment has a positive effect on customers’ willingness to pay a premium price and word of mouth; and brand attachment fully mediates the effect of brand jealousy on customer willingness to pay a premium price. While brand attachment partially mediate the influence of brand jealousy and word of mouth.</p> Conclusion <p>This study builds a novel link by investigating the mediating role of customer brand attachment, which provides important insights for marketing practitioners to understand how they can increase customers’ willingness to pay premium prices and spread positive word of mouth by building strong ties (emotional attachment) through effective marketing communication programs.</p>