Look at me! look at me! conspicuous brand usage, self-brand connection, and dilution

Journal of Marketing Research

Volumn 50, Issue 4, 2013, Pages 477-488

  Ferraro, Rosellina ^b   Kirmani, Amna ^a   Matherly, T E D ^b  

^a UNIVERSITY OF MARYLAND   (United States)

^b OKLAHOMA STATE UNIVERSITY   (United States)

Author keywords

Brand dilution; Flaunting; Impression management; Self brand connection; Social influence

Indexed keywords

EID: 84882711807     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.11.0342     Document Type: Article

References (28)

1. Ahluwalia, Rohini, Robert E. Burnkrant, and H. Rao Unnava (2000), "Consumer response to negative publicity: The moderating role of commitment," Journal of Marketing Research, 37 (May), 203-214.
2. Berger, Jonah and Morgan Ward (2010), "Subtle signals of inconspicuous consumption," Journal of Consumer Research, 37 (4), 555-69.
3. Campbell, Margaret C. and Amna Kirmani (2000), "Consumers' use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent," Journal of Consumer Research, 27 (1), 69-83.
4. Carver, Charles S. and Michael F. Scheier (1990), "Origins and functions of positive and negative affect: A control-process view," Psychological Review, 97 (1), 19-35.
5. Cheng, Shirley Y.Y., Tiffany B. White, and Lan N. Chaplin (2012), "The effects of self-brand connections on responses to brand failure: A New look at the consumer-brand relationship," Journal of Consumer Psychology, 22 (2), 280-88.
6. Escalas, Jennifer Edson (2004), "Narrative processing: Building consumer connections to brands," Journal of Consumer Psychology, 14(1/2), 168-79.
7. -and James R. Bettman (2003), "You are what they eat: The influence of reference groups on consumers' connections to brands," Journal of Consumer Psychology, 13 (3), 339-48.
8. Fein, Steven (1996), "Effects of suspicion on attributional thinking and the correspondence bias," Journal of Personality and Social Psychology, 70 (6), 1164-84.
9. Fournier, Susan (1998), "Consumers and their brands: Developing relationship theory in consumer research," Journal of Consumer Research, 24 (4), 343-53.
10. Godfrey, Debra K., Edward E. Jones, and Charles G. Lord (1986), "Self-promotion is not ingratiating," Journal of Personality and Social Psychology, 50 (1), 106-115.
11. Han, Young J., Joseph C. Nunes, and Xavier Drèze (2010), "Signaling status with luxury goods: The role of brand prominence," Journal of Marketing, 74 (July), 15-30.
12. Hayes, Andrew F. (2013), An Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: The Guilford Press.
13. -and Kristopher J. Preacher (2013), "Conditional process modeling: Using structural equation modeling to examine contingent causal processes," in Structural Equation Modeling: A Second Course, 2d ed., Gregory R. Hancock and Ralph O. Mueller, eds. Greenwich, CT: Information Age Publishing.
14. Irwin, Julie R. and Gary H. McClelland (2001), "Misleading heuristics and moderated multiple regression models," Journal of Marketing Research, 38 (January), 100-109.
15. Johnson, Palmer O. and Leo C. Fay (1950), "The johnson-neyman technique, its theory and application," Psychometrika, 15 (4), 349-67.
16. Kelley, Harold H. (1973), "The process of causal attribution," American Psychologist, 28 (2), 107-128.
17. Kirmani, Amna, Sanjay Sood, and Sheri Bridges (1999), "The ownership effect in consumer responses to brand line stretches," Journal of Marketing, 63 (January), 88-101.
18. Loken, Barbara and Deborah Roedder John (1993), "Diluting brand beliefs: When do brand extensions have a negative impact?" Journal of Marketing, 57 (July), 71-84.
19. -and- (2010), "When do bad things happen to good brands? understanding internal and external sources of brand dilution," in Brands and Brand Management: Contemporary Research Perspectives, Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, eds. New York: Psychology Press, 233-70.
20. MacKinnon, David P., Chondra M. Lockwood, and Jason Williams (2004), "Confidence limits for the indirect effect: Distribution of the product and resampling methods," Multivariate Behavior Research, 39 (1), 99-128.
21. Marchand, Miquelle A.G. and Roos Vonk (2005), "The process of becoming suspicious of ulterior motives," Social Cognition, 23 (3), 242-56.
22. Park, C.W., Deborah J. Maclnnis, Joseph R. Priester, Andreas B. Eisengerich, and Dawn Iacobucci (2010), "Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers," Journal of Marketing, 74 (November), 1-17.
23. Pullig, Chris P., Carolyn J. Simmons, and Richard G. Netemeyer (2006), "Brand dilution: When do new brands hurt existing brands?" Journal of Marketing, 70 (April), 52-66.
24. Schlenker, Barry R. and Mark R. Leary (1982), "Social anxiety and self-presentation: A conceptualization model," Psychological Bulletin, 92 (3), 641-69.
25. Sundie, Jill M., James C. Ward, Daniel J. Beal, Wynne W. Chin, and Stephanie Geiger-Oneto (2009), "Schadenfreude as a consumption-related emotion: Feeling happiness about the downfall of another's product," Journal of Consumer Psychology, 19 (3), 356-73.
26. Swaminathan, Vanitha, Karen L. Page, and Zeynep Giirhan-Canli (2007), '"My' brand or 'our' brand: The effects of brand relationship dimensions and self-construal on brand evaluations," Journal of Consumer Research, 34 (2), 248-59.
27. Vonk, Roos (1998), "The slime effect: suspicion and dislike of likeable behaviors toward superiors," Journal of Personality and Social Psychology, 74 (4), 849-64.
28. Wilcox, Keith, Hyeong Min Kim, and Sankar Sen (2009), "Why do consumers buy counterfeit luxury brands?" Journal of Marketing Research, 46 (April), 247-59.