Journal of Public Administration and Governance ISSN 2161-7104 2012, Vol. 2, No. 1 www.macrothink.org/jpag 106 Behavioral Loyalty and Attitudinal Loyalty: Malaysian‟s Intention on Counterfeit Clothing and Footwear Annie Ng Cheng San (Corresponding author) Dept. of Commerce and Accountancy, Faculty of Business and Finance, Universiti Tunku Abdul Rahman Jalan University, Bandar Barat, 31900 Kampar, Perak D.R., Malaysia Tel: 605-468 8888 Email: anniencsan@gmail.com Choy Johnn Yee Dept. of Marketing, Faculty of Business and Finance, Universiti Tunku Abdul Rahman Jalan University, Bandar Barat, 31900 Kampar, Perak D.R., Malaysia Tel: 605-468 8888 Email: choyjy@utar.edu.my Received: January 04, 2012 Accepted: February 12, 2012 DOI: 10.5296/jpag.v2i1.1350 Abstract Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal, behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure. Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang‟s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used. Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit. Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better