Cannot use selection. Allowing this selection would create conflicting contexts.

If it happens after the assembly has been renamed:

the feature is defined in the context of the original assembly name.

There 2 options:
1) remove ALL external references in the part, you will then be able to add the new
incontext relation in the new assembly name.
2) system options -> External references -> chech "Allow multiple contexts..." this
will allow the part to have in context refences to more than 1 assembly name.