赞助目的表达对契合度的影响:任务重叠的调节作用

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Sports Marketing & Sponsorship Pub Date : 2020-09-08 DOI:10.1108/ijsms-07-2020-0120
Taeahn Kang, Hirotaka Matsuoka
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引用次数: 7

摘要

目的本研究旨在检验两种赞助目的表达(商业导向和非商业导向)通过赞助商-财产匹配对赞助商态度的影响,以及赞助商和财产之间任务重叠的调节作用。设计/方法/方法A2(目的衔接类型:商业导向与非商业导向)×2(任务重叠衔接条件:存在与不存在)受试者之间采用对照条件下的实验设计,对学生样本(n=171)进行研究。使用Hayes的PROCESS宏观模型8对调节中介模型进行了测试。发现商业导向的目的表达并没有像非商业导向的目标表达那样改善赞助商-财产的匹配,导致对赞助商的态度不太好。当同时阐明任务重叠时,以商业为导向的目的阐明的不太积极的影响较弱。实际含义研究结果为不协调的赞助商提供了关于具有赞助目的和重叠任务的混合表达策略的见解。原创性/价值本研究扩展了先前的研究,首次了解了两个赞助目的阐明通过赞助商-财产匹配发展对赞助商态度的不同过程,并调查了同时阐明的任务重叠对过程的调节作用。
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The effect of sponsorship purpose articulation on fit: moderating role of mission overlap
PurposeThis study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.Design/methodology/approachA 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.FindingsThe commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.Practical implicationsThe findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.Originality/valueThis study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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