Purpose – This paper want to confirm whether the guilty consciousness moderates the relationship between luxury brand awareness and purchase intention. The purpose of this study is to clarify the effect of buying intention of counterfeit luxury brand and to increase intention of purchase of genuine brand.
Research design, data, and methodology - This study was analyzed using SPSS 19 and SPSS Macro. An internal consistency analysis was performed to verify the reliability of the measuring instruments and Pearson's miniscule correlation to examine the correlation of variants. In addition, the data were averaged to perform regression analysis and to see the control effects of guilt, and the significance of the control effect was verified using SPSS Macro.
Results - The first hypothesis that the perception of luxury brands will have a positive effect on the intent of buying counterfeit luxury brands was found to be significant. Next, a hypothesis was also established that the sense of guilt would have a significant moderating effect on the relationship between the recognition of a luxury brand and the intention of buying a counterfeit brand.
Conclusions - The study expanded the study of counterfeit brand names by making an empirical check on the effects of brand awareness and guilt for the first time in the research done so far.

Abstract
 1. Introduction
 2. Theoretical Background and ResearchHypothesis
  2.1. Counterfeit Products
  2.2. Purchase intention
  2.3. Brand Awareness
  2.4. A Sense of Guilt
 3. Empirical analysis
  3.1. Data collection and Analysis methods
  3.2. Evaluation of measurement items
  3.3. Hypothesis Verification
  4. Conclusion & Discussion
 References

• Chang-Man Ren(School of Economics and Business, Ningde Normal University China)
• Min-Jeong Kang(Department of Business Administration, Mokpo National University) Corresponding Author