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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.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JMR5004 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | United States: American Marketing Association 2013 |
|---|---|
| Edisi | Vol. 50, No. 4, August 2013 |
| Subjek | Self brand Connection Impression Management brand dilution flaunting social influence. |
| ISBN/ISSN | 222437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 12 p. |
| Info Detail Spesifik | Journal of Marketing Research |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |