Studying the role of overall communication skills in personal branding among students of Islamic Azad University of Tehran

Noohi, Saeed; Tajik Esmaeili, Somayeh

doi:10.22082/cr.2025.2053389.2776

Studying the role of overall communication skills in personal branding among students of Islamic Azad University of Tehran

Document Type : Original Article

Authors

Saeed Noohi ¹

somayeh Tajik esmaeili ²

¹ M.A. Student in in Social Communication, ET.C.Tehran East Branch, Islamic Azad University, Tehran, Iran

² Associate Prof in Department of Communication and Social Science, ET.C.Tehran East Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.22082/cr.2025.2053389.2776

Abstract

Abstract
The aim of this study is explaining the role of communication skills in the personal brand of students of Islamic Azad University in Tehran. The research is practical and was conducted by descriptive- correlational method. The data were gathered by questionnaire tool.The statistical population includes all students of the Islamic Azad University in Tehran, who were studying in the academic year of 2024-2025. According to Morgan's table, the sample size was 328 people. two questionnaires were used; 1) Queen Dam's standard 34-item communication skills questionnaire (2004), which was adopted and used in Iran by Chari and Fadakar (2005) and then by Aghazadeh (2018) and includes five dimensions; Ability to receive and send messages, emotional control, listening, insight into the process of communication and communication with assertiveness.2) Jennifer Acker's 40-item brand personality questionnaire (1997); in five dimensions of brand personality; Honesty, Excitement, Competence, Perfection, and Stubbornness, which were used in Aghazadeh's research (2017). To measure the reliability and validity of the questionnaires, face validity and Cronbach's alpha coefficient were used. The reliability coefficient of the communication skills questionnaire was 0.847 and the reliability coefficient of the personal brand questionnaire was 0.907. The results showed that the communication skills score among students of Islamic Azad University of Tehran was 23.3, which is above average and at a good level. And the personal brand score among students of Islamic Azad University of Tehran was 4.05, which is much above average and at a very good level. Also, the effect of communication skills on the personal brand was positive and significant.

Keywords:

Keywords

Communication Skills

Personal Brand

Students

Islamic Azad University

Tehran

Subjects

communications

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