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.
This research draws on signaling theory to investigate the impact of corporate sponsorship of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine how information ...about the sponsorship engagement of a nonprofit organization and people’s degree of familiarity with the nonprofit influence their willingness to engage in prosocial behavior toward the nonprofit. Study 1 shows that consumers are more willing to offer support to a nonprofit if they believe the nonprofit has extensive sponsorship engagement. Further, Study 1 shows that people’s perceptions of their donations’ impact on the nonprofit transmit the positive effects of sponsorship engagement to willingness to donate. Study 2, which is based on different sponsorship rosters and different measures, confirms Study 1 findings regarding the direct effects of sponsorship engagement on willingness to support and the indirect effects on willingness to donate. Implications for corporate sponsors and nonprofits are discussed.
