The impact of environmental CSR-linked sport sponsorship on attitude toward the sponsor depending on regulatory fit

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.