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