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

See all articles by Joe Cobbs

Joe Cobbs

Northern Kentucky University - College of Business

Tobias Schaefers

Copenhagen Business School - Department of Marketing

Mark Groza

Northern Illinois University

Date Written: 2020

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.

Keywords: Sponsorship; Marketing communication; Construal level theory; Sports marketing; Press release

Suggested Citation

Cobbs, Joe and Schaefers, Tobias and Groza, Mark, Construal Level Effects in Sponsorship-Linked Marketing: Informativeness and Timing of Announcements (2020). Journal of Marketing Theory and Practice (in-press), doi.org/10.1080/10696679.2020.1768869, Available at SSRN: https://ssrn.com/abstract=3633227

Joe Cobbs (Contact Author)

Northern Kentucky University - College of Business ( email )

Highland Heights, KY 41099
United States

Tobias Schaefers

Copenhagen Business School - Department of Marketing ( email )

Copenhagen
Denmark

Mark Groza

Northern Illinois University ( email )

1425 W. Lincoln Hwy
Dekalb, IL 60115-2828
United States

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