PurposeThis research analyzes the existing information gap in the backgrounds/experiences of buying counterfeit fashion brands in emerging countries like Pakistan.Design/methodology/approachThe quantitative research method was used to conduct this research. A self-administered close-ended questionnaire was used as a tool for survey and data collection. The data was collected from customers shopping at Saddar Bazaar Peshawar and Arbab Road Peshawar which are the busiest roads having shops selling both original and counterfeit fashion products.FindingsThe results indicated that counterfeit buying behavior and the image of original brands have a significant relationship. Furthermore, other variables like Customer’s attitude, Social status, and Price have significant inter-relationships with counterfeit buying behavior and original brand image.Practical ImplicationsIt can be proposed that despite the significance of brands on buyer's behavior, there is still an existing gap covering the effect of consumer counterfeit buying behavior on the brand image of the original brand. The finding of this research can also be used as evidence in other emerging economies like Pakistan. This study will also be used by, marketers of branded companies to understand the consumer’s mind, buying behavior and attitude while buying a counterfeit product.Originality/ValueThis research study is innovative in this field and it is directed in investigating how personal and brand-related elements, influence the intention to purchase counterfeits and original brands in the developing market of Pakistan.Keywords: Counterfeit; Quantitative Research Method; Counterfeit Buying Behavior; Customer’s Attitude; Social Status.