Self and counterfeit consumption in emerging markets

urpose: This research has focused on independent and interdependent self-concepts of fake self & pretentious consumption in counterfeit consumption. In this role the case emerging market Bangladesh been revealed Research methodology: For study, qualitative undertaken. Ethnographic netnographic approaches have used. Twenty in-depth interviews were conducted with participants. The participants approximately equal as far gender was concerned. between 20-35 years old; 80% students, 20% employed. snowball sampling technique used for sample selection. Participants selected final interview after initial screening to know pattern their behavior, preferences, experience luxury brands. Facebook profiles these studied find photos, posts, shares, preferences Results: results reveal that consumers feel missing self, which means they understand don't appropriate possessions, extended a is created by external objects, some particular possessions considered part them. As result, try show imaginary copy others, but when fail, start through Limitations: within only. Contribution: patrons Bangladesh. Findings projective using word picture associations. iterative hermeneutic method data analysis. conclude variation affects inauthentic behaviors