Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution.

• Autores: Rosellina Ferraro, Amna Kirmani, Ted Matherly
• Localización: Journal of marketing research, ISSN 0022-2437, Vol. 50, Nº 4, 2013, págs. 477-488
• Idioma: inglés
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• Dialnet Métricas: 2 Citas
• Resumen

  • 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. [ABSTRACT FROM AUTHOR]