Purpose

This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.

Design/methodology/approach

A 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.

Findings

The commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.

Practical implications

The findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.

Originality/value

This study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.

中文翻译：

---

赞助目的表达对适合度的影响：任务重叠的调节作用

目的

本研究旨在通过赞助商与物业的契合来检验两种赞助目的表达（商业导向与非商业导向）对赞助商态度的影响，以及赞助商与物业之间重叠使命的调节作用。

设计/方法/方法

对学生样本 ( n  = 171)使用具有控制条件的 2（目的表达类型：商业导向与非商业导向）×2（任务重叠表达条件：存在与不存在）之间的实验设计。使用 Hayes 的 PROCESS 宏模型 8 测试了有调节的中介模型。

发现

以商业为导向的目的表述并没有像非商业导向的目的表述那样提高赞助商与财产的匹配度，导致对赞助商的态度不太好。当同时阐明任务重叠时，以商业为导向的目的阐明的不太积极的影响较弱。

实际影响

调查结果为不一致的赞助商提供了有关具有赞助目的和重叠任务的混合表达策略的见解。

原创性/价值

本研究通过首次了解两个赞助目的表达通过赞助商-财产契合发展对赞助商的态度的不同过程，并通过调查同时阐明的任务重叠对过程的调节作用，从而扩展了先前的研究。