Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution
Ferraro, Kirmani and Matherly, Journal of Marketing Research 50(4), 2013, 477-488. Three studies. Conspicuous brand use (attention-grabbing use) can dilute a brand; authors propose observers may attribute it to impression management. Observers with low self-brand connection rated both user and brand less favourably; observers with high self-brand connection kept a favourable view of the user.
Ferraro, Kirmani and Matherly, Journal of Marketing Research 50(4), 2013, 477-488. Three studies. Conspicuous brand use (attention-grabbing use) can dilute a brand; authors propose observers may attribute it to impression management. Observers with low self-brand connection rated both user and brand less favourably; observers with high self-brand connection kept a favourable view of the user.
Written from the abstract, 2026-11-07.
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Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488. doi:10.1509/jmr.11.0342 https://doi.org/10.1509/jmr.11.0342