Perceived power has always been an important construct for understanding the human nature in general,and purchasing behavior in particular.Based on the social influence theory,this study extends the power concept into the brand management field,and develops the multidimensional brand social power scale in the Chinese context.The results of EFA and CFA show that brand social power is a three dimensional construct,which includes legitimacy brand social power,reward brand social power,and expertise brand social power.We then test the effects of three dimensions of brand social power on the willingness to buy the counterfeit luxury goods.The structural equation modeling analysis shows that all the social brand power dimensions have positively influence on willingness to buy the counterfeit luxury goods.Theoretical and practical implications are discussed for our model and findings.