Construal Level Effects in Sponsorship-Linked Marketing: Informativeness and Timing of Announcements
Journal of Marketing Theory and Practice (in-press), doi.org/10.1080/10696679.2020.1768869
22 Pages Posted: 15 Jul 2020
Date Written: 2020
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.
Keywords: Sponsorship; Marketing communication; Construal level theory; Sports marketing; Press release
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