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- W2000680107 abstract "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." @default.
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- W2000680107 date "2013-08-01" @default.
- W2000680107 modified "2023-10-16" @default.
- W2000680107 title "Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution" @default.
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- W2000680107 doi "https://doi.org/10.1509/jmr.11.0342" @default.
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