A comparative study among brand-conscious and non-brand conscious consumers: Brand image as a function of self-concept, vanity and self-esteem

Abstract

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. A convenient sampling technique is used to collect data. Four instruments are used to conduct this research. Brand Consciousness is measured by the Brand consciousness scale. To assess the other variables Self- The concept Scale, Vanity Scale, and Rosenberg Self- Esteem Scale are used. To make the comparison between Brand- conscious and non - brand-conscious consumers, a 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 are low in brand-conscious consumers while vanity is high.