Counterfeit products are being the most considerable problem not only in Vietnam but also worldwide. People now concern more on how they could get a satisfied product with the most affordable price. In Vietnam, more and more people are knowingly purchasing counterfeit luxury fashion products for many reasons. Many studies have conducted to explore this issue by taking several product sample and they have not reached an agreement. Whether theories about brand personality, product attribute or perceived benefit can be transferred from original products and applied to counterfeiting or not remains considerable. This study has been designed to explore and investigate the effect of factors on the Vietnamese purchasing intention of non-deceptive luxurious fashion counterfeits by taking counterfeit luxury handbags as target group. Factors affecting the purchasing intention toward famous counterfeiting fashion products are analyzed. The research uses theory inference, empirical data and statistic instruments to explore and analyze the influence of brand personality, product attribute, perceived benefit, product involvement and price-quality inferences on Vietnamese purchasing intention of counterfeiting luxurious fashion product. The findings indicate that Vietnamese consumers tend to consider a counterfeit fashion product as a brand to represent their symbol. They also are counterfeiting-prone if they feel that counterfeit fashion products have favorable attributes and benefits. Moreover, these relationships are stronger when involvement of Vietnamese consumers is high.
