The Impact of Match on Sponsor Brand Evaluation in Sport-event Sponsorship——A Prospective of Construal Level Theory

This paper tested correlation among event-sponsor match, construal level, attitude toward sponsorship and brand evaluation.Two experiments show that in a higher-level construal, participants have higher attitude on image-based match sporsorship and high brand evaluation than function-based match sponsorship.However, in a low-level construal, participants have higher attitude on function-based match sponsorship and higher brand evaluation than image-based match sponsorship.Impact of function-based match on consumer attitude to sport event sponsorship and brand evaluation decreases with increasing of construal level (manipulated by time distance) .However, impact of image-based match on consumer attitude to sport event sponsorship increases with increasing of construal level (manipulated by time distance) .Interaction of construal levl and event-sponsor match has effect on brand evaluation, the intermediation of attitude toward sponsporship is tested.