Work

Construal level effects in sponsorship-linked marketing: informativeness and timing of announcements

Year: 2020

Type: article

Abstract: Although 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.

Source: The Journal of Marketing Theory and Practice

DOI: 10.1080/10696679.2020.1768869

Authors: Joe Cobbs, Tobias Schaefers, Mark D. Groza

Institutions: Northern Kentucky University, Copenhagen Business School, Northern Illinois University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3036655988

FWCI: 1.031

Cites: 64

Cited by: 10

Related to: 10