Giang Huynh : Jonathan A.J. Wilson
"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."
Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2014
