Construal level effects in sponsorship-linked marketing: informativeness and timing of announcements
Author ORCID Identifier
Mark Groza:https://orcid.org/0000-0002-6094-8923
Publication Title
Journal of Marketing Theory and Practice
ISSN
10696679
E-ISSN
43998
Document 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.
First Page
357
Last Page
372
Publication Date
10-1-2020
DOI
10.1080/10696679.2020.1768869
Recommended Citation
Cobbs, Joe; Schaefers, Tobias; and Groza, Mark D., "Construal level effects in sponsorship-linked marketing: informativeness and timing of announcements" (2020). NIU Bibliography. 470.
https://huskiecommons.lib.niu.edu/niubib/470
Department
Department of Marketing
