企业赞助：重赞助匹配，还是重活动质量？——基于消费者调节聚焦视角的研究

Corporate sponsorship can enhance brand equity, and has rise to the height of the corporate strategy from marketing tactic tool. Recent year, Corporate sponsorship investment continues to grow, and sponsorship has been a common marketing phenomenon. Sponsorship fit and event quality are the key impact factors for sponsorship effectiveness. However, companies often face a dilemma in choosing the sponsor object. Should focus on the sponsorship fit or event quality? However, researchers have the opposite view. Simmons and Becker-Olsen(2006) suggested to focus on sponsorship fit, but Smith(2004) recommend event quality. Up to now, there is no empirical research to solve this controversy. It is confusing sponsors, and leave the research blank. Based on theoretical analysis, this study speculates that, neglecting the different information processing style between different regulatory fit leads to the controversy. This study will solve this controversy from the perspectives of regulatory focus. This study considers the 4 import objects in sponsorship, including sponsor object, consumer, sponsor and concurrent sponsors, and build a theoretical model. The results will solve the controversy, improve sponsorship theory, extend regulatory fit theory, and provide theoretical reference for sponsors.

企业赞助能够提升品牌资产，已经从企业营销的战术工具，上升到企业战略的高度。近年来，企业赞助投入持续增长，赞助成为常见的市场现象。赞助匹配和活动质量是影响企业赞助效果的关键因素。然而，企业选择赞助对象时，常常面临两难选择，难以权衡侧重赞助匹配，还是该侧重活动质量？学界对此的观点却截然相反。Simmons和Becker-Olsen（2006）认为要侧重赞助匹配，而Smith（2004）认为须侧重活动质量。至今没有实证研究解决这一争议，造成企业困惑，留下研究空白。本课题基于理论分析，推测未考虑不同调节聚焦消费者信息处理的差异可能导致了以上争议。为了解决这一争议，本课题基于消费者调节聚焦理论视角，全面考虑赞助对象、目标受众、赞助企业和并发赞助4类重要主体的影响，构建理论模型，开展实证研究。本课题将解决现有研究观点争议，推进企业赞助理论，拓展消费者调节聚焦理论，为企业赞助提供理论借鉴。