Vietnamese Attitudes and Behavioural Patterns towardsCounterfeit Brands

This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products;by investigating the influence of brand image, product involvement and price advantage towardsdecision-making processes associated with purchasing and ownership. An inductive anti-positivistapproach was adopted, employing qualitative methods; drawing from in-depth interviews distilledand synthesized using Word Cloud software, as Geographic Information System (GIS) based SpatialAnalyses. Findings suggest that Price Advantage plays a determining and predominant role in encouragingconsumers’ purchase intention of a counterfeit product. In addition, Brand Image has positiveeffect on the purchase intention as well; while product involvement plays no significant role in theprocess. Further observations point to there being paucity of literature that focuses on Vietnameseand ASEAN markets. With this is mind, a new conceptual framework was developed to reflect thenuances of the Vietnamese consumer experience; which it is suggested will be of value to scholars,practitioners and further studies.