Construal Level Effects in Sponsorship-linked Marketing: Informativeness and Timing of Announcements

Joe Cobbs*, Tobias Schaefers, Mark D. Groza

*Corresponding author af dette arbejde

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lthough prior research examined sponsorship announcements, differences in abstraction and when sponsorships are announced have been neglected. Based on Construal Level Theory, the effects of sponsorship announcement informativeness (abstract/concrete), personal level of construal (PLC; high/low), and temporal distance (proximate/distant) are investigated here in two experiments. Contrary to previous advertising research, results show that matching announcement informativeness with associated construal level or temporal distance is suboptimal. Instead, sponsors and sponsored properties should provide concrete informativeness regardless of temporal distance or consumers’ PLC. Concrete informativeness enhances attitude and purchase intent for consumers with high PLC and for distant events.
TidsskriftJournal of Marketing Theory and Practice
Udgave nummer4
Sider (fra-til)357-372
Antal sider16
StatusUdgivet - okt. 2020

Bibliografisk note

Published online: 16 Jun 2020