This research investigates how individual and company-controlled variables affect attitudes toward original luxury goods, counterfeits and imitations. Consumers' attitude toward brand imitations and counterfeits has a great impact on brand management decisions and has been recognised as an important stream of research by practitioners as well as researchers (Keller, 1998). Results suggest that the conformity level of an individual influences his attitude toward the three types of products (originals, counterfeits, imitations). Concerning the company-controlled variables, this study suggests that managers should focus their communications particularly on product quality and aesthetics.