Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution

Conspicuous brand usage, defined as attention-getting use of a brand, causes brand dilution under certain conditions. This research examines changes in observers' attitudes toward a brand after seeing a brand user engaged in conspicuous use of the brand. The authors propose that observers infer that a consumer engaged in conspicuous brand usage is driven by an ulterior motive of impression management. When observers have low self-brand connection, they exhibit less favorable attitudes toward both the brand user and the brand. In contrast, observers with high self-brand connection maintain their favorable view of the brand in the face of a conspicuous brand user. Three studies demonstrate the brand dilution effect of conspicuous brand usage.

• 저널Journal of Marketing Research · 50(4) · 477–488
• 토픽Consumer Behavior in Brand Consumption and Identification · Marketing
• DOI10.1509/jmr.11.0342
• 저자Rosellina Ferraro, Amna Kirmani, Ted Matherly