This study empirically explores factors affecting consumers’ purchase intentions toward foreign products, and their impact magnitudes in six major cities of Vietnam (including Ha Noi, Hai Phong, Da Nang, Ho Chi Minh, Binh Duong, and Can Tho). Our results illustrate that Vietnamese consumers’ purchase intentions toward foreign products are positively affected by Perceived quality, Perceived prestige, Perceived value, and Influence of others. Notably, Perceived prestige has the strongest impact on consumers’ purchase intentions. The findings of this study enrich the international marketing literature on the consumer evaluation of foreign products in developing countries like Vietnam as well as assist practitioners to build more appropriate marketing strategies for targeting emerging markets
