Institute of Clinical Psychology

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Browsing Institute of Clinical Psychology by Author "Aysha Bibi"

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    Personality, Self-Concept and brand consciousness in university students
    (University of Management and Technology, 2017) Aysha Bibi
    The study was aimed to explore the relationship among personality, self-concept and brand-consciousness among university students. For this purpose co- relational research design was used and first part of the study was based on the development of an indigenous scale. For the development of indigenous scale the study was carried out in series of phases as item generation, expert validation, pilot study and main study. The sample of this study was comprised 400 participants with the age range of 18-25(M=21.78, SD=1.88). it was carried out in series of phases Three measures were used big five inventory, self-concept scale and brand-consciousness scale. Results of the study indicate that extroversion has positive relationship with positive self concept and inverse relationship with sense of superiority. Agreeableness and neuroticism also have inverse relationship with sense of superiority on the scale of BCS. Further, conscientiousness has inverse relationship with both factors, sense of superiority and self consciousness on BCS scale. Openness has positive relationship with negative and positive self concept on SCS scale and has inverse relationship with sense of superiority. Both Positive and negative self concept have inverse relationship with sense of superiority. A sense of superiority has positive relationship with self consciousness on BCS scale. Result of hierarchal regression indicates that conscientiousness personality trait is positive predictor of being brand conscious.