Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution

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When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest (2019, background): “However, overly conspicuous consumption of identity-relevant products on social media could cause dilution for some target customers, discouraging purchase intentions at both the individual and aggregate levels (Ferraro, Kirmani, and Matherly 2013).”
Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification (2018, background): “Conspicuous brand usage occurs when a person is obviously interested in getting attention that he or she is using a certain product or brand (Ferraro, Kirmani, and Matherly 2013).”
Understanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets (2015, unknown): “In such settings, conspicuous consumption is widely regarded as an odious process guided by ulte-rior, condemned, attention-seeking motives (Ferraro, Kirmani, and Matherly 2013).”