CAJ | 학술논문

采用2（解释水平高、低）×2（功能匹配,形象匹配）混合实验设计,检验了匹配类型、解释水平、赞助活动态度、赞助品牌评价之间的相互关系。结果显示,在低解释水平下,消费者对功能型匹配赞助活动态度及赞助品牌评价要好于形象型匹配;在高解释水平下,消费者对形象型匹配赞助活动态度及赞助品牌评价要好于功能型匹配。当解释水平提高时（通过改变时间距离）,功能匹配对赞助活动态度及赞助品牌评价的正向影响随之减弱,形象匹配对赞助活动态度及赞助品牌评价的正向影响随之增强。赞助活动态度中介了解释水平、匹配类型的交互作用对赞助品牌评价的影响。
채용2（해석수평고、저）×2（공능필배,형상필배）혼합실험설계,검험료필배류형、해석수평、찬조활동태도、찬조품패평개지간적상호관계。결과현시,재저해석수평하,소비자대공능형필배찬조활동태도급찬조품패평개요호우형상형필배;재고해석수평하,소비자대형상형필배찬조활동태도급찬조품패평개요호우공능형필배。당해석수평제고시（통과개변시간거리）,공능필배대찬조활동태도급찬조품패평개적정향영향수지감약,형상필배대찬조활동태도급찬조품패평개적정향영향수지증강。찬조활동태도중개료해석수평、필배류형적교호작용대찬조품패평개적영향。
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.