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The aim of this quantitative study is to examine the level of Self- concept, Vanity and Self- esteem of consumers who are brand- conscious and those who are not. The sample included 300 participants taken from different institutes of Peshawar. Convenient sampling technique is used to collect data. Four instruments are used to conduct this research. Brand Consciousness is measured by Brand consciousness scale. To assess the other variables Self- Concept Scale, Vanity Scale and Rosenberg SelfEsteem Scale are used. To make the comparison between Brand- conscious and non - brand conscious consumers, t- test is applied by the researcher. The conclusions show that both groups differed significantly in levels of Self-concept, Self-esteem and Vanity. Self- Concept and Self-esteem is low in brand-conscious consumers while vanity is high.

Zarghona Khalil, Summiya Ahmad, Hayat Muhammad. (2020) A comparative study among brand-conscious and non-brand conscious consumers: Brand image as a function of self-concept, vanity and self-esteem, The Journal of Humanities & Social Sciences, Volume-28, Issue-1.
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