Only a few studies have examined the relationship between consumers' self–brand connection and the intention to purchase counterfeit luxury brands in emerging economies. The current research explores the decision taken by consumers who are self‐connected to a brand to purchase counterfeit luxury brands. A survey‐based study was conducted among potential counterfeit buyers in nine malls in three cities in China. A sample of shoppers who physically shop in malls (n = 1,230) was used to test the hypotheses by using the structural equation model. Conspicuous consumption and emotional attachment were examined as mediators between self–brand connection and intention to purchase a counterfeit luxury brand. Creatively, this research used perceived counterfeit detection to determine how important people reflect their decision to purchase counterfeit luxury brands. The study also tests the moderation effect of economic benefit in the relationship between self–brand connection and counterfeit luxury brand purchase. Results demonstrate that consumers who are eager to build their self‐concept may decide to purchase counterfeit luxury brands. The mediation results show that conspicuous consumption and emotional attachment mediate the relationship. Interestingly, because of the involvement of perceived counterfeit detection, the effect is greater than the effect before mediation. Moreover, the economic benefit was found to increase the desire for counterfeit luxury brand purchases in emerging markets. The implication for managers is to customize the marketing campaigns that match the environment where the problem persists in reducing the consumer desire on counterfeit luxury brands and enhance the desire for the original luxury brand.