Ahmad Tisman Pasha, Fatima Shahid and Muhammad Shaukat Malik 2023. ENHANCING BRAND IDENTIFICATION THROUGH CONSUMER SELF-EFFICACY: MEDIATING ROLE OF CONSUMER VANITY AND MODERATING ROLE OF BRAND PERSONALITY. JOURNAL OF SOCIAL RESEARCH DEVELOPMENT. 4, 2 (Jun. 2023), 445–456. DOI:https://doi.org/10.53664/JSRD/04-02-2023-18-445-456.