With the development of the globalization of the world economy, consumers face a variety of brands by day. Recently it is considered to be an important and interesting subject how the country of origin of brand and the country of origin of manufacture affect consumers’ product evaluation and purchasing intention. The purpose of this study is to investigate how the moderating effect of brand attitude, brand attachment, and brand benefit type influence consumers’ purchasing intention when the country of origin inconsistency occurs. The results show that hedonic benefit brands are more influenced by the effect of the country of origin than utilitarian benefit brands. On the other hand, in the case of hedonic benefit brands with the inconsistent situation between the country of origin of brand and the country of origin of manufacture, it is shown that the consumers with favorable brand attitude represent higher purchasing intention than the consumers having brand attachment. In the case of hedonic benefit brands with the inconsistent situation between the country of origin of brand and the country of origin of manufacture, it is shown that the consumers’ purchasing intention in brand attachment is higher in the purchasing intention rather than the consumers having favorable brand attitudes. There was a significant interaction effect among favorable brand attitude, brand attachment, and brand benefit type on the purchasing intention. The study suggests that the company that sells hedonic products such as perfume, luxury fashion items, and luxury sports cars should consider consumers in brand attachment in the case of the inconsistent situation between the country of origin of brand and the country of origin of manufacture.