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首页> 外文期刊>Journal of Business Research >The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit
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The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit

机译：环境CSR联系体育赞助的影响取决于监管合适的赞助商

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This study investigates whether environmental CSR-linked mega sport event sponsorship influences attitude toward the sponsor depending on regulatory fit. The authors postulate positive (negative) effects when there is a match (mismatch) between individuals' goal orientation and the means used to approach the goal in the sponsorship context, mediated by sponsorship motives (perceived philanthropy-driven vs. profit-driven). In two experimental studies, regulatory focus was manipulated (Study 1) and measured (Study 2). Participants were assigned to one of three experimental conditions, informing participants about a sponsor's sport sponsorship engagement: environment-linked sponsorship with a promotion focus, environment-linked sponsorship with a prevention focus, or non-linked sponsorship. The linkage increased perceived philanthropy-driven motives for sponsorship. When gain (loss) as a regulatory focus was matched with a promotion (prevention) orientation of the sponsorship, there was a reinforcement of attitude toward the sponsor via perceived motives. Thus, sponsorship-linked marketing message processing in environmental domains can depend on regulatory fit.
机译：本研究调查了环境CSR联系的Mega体育赛事赞助是否根据监管合适影响赞助商的态度。当个人目标方向之间存在匹配（不匹配）时，作者假设正（负数）效应，并通过赞助动机（感知慈善行为与利润驱动）介导的赞助范围内的目标，用于接近赞助背景下的目标的手段。在两个实验研究中，操纵监管重点（研究1）并测量（研究2）。参与者被分配到三个实验条件中的一个，告知参与者关于赞助商的体育赞助订婚：环境与促销焦点，环境关联的赞助，预防焦点或非联系的赞助。联系增加了感知的慈善机构的赞助动机。当获得监管重点的收益（亏损）与赞助的促进（预防）取向时，通过感知动机加强对赞助商的态度。因此，环境域中的赞助链接营销信息处理可以取决于监管合适。

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