Quality and Intention Signaling: A Meta-Analysis of How Sponsorship Relates to Consumer Responses According to Content, Observability, Credibility, and National Culture
这项元分析研究了赞助如何通过传递质量或意图信号影响消费者的认知、情感和行为反应，并发现质量信号比意图信号对认知和情感反应有更强的正面影响，且这些关系受不同条件调节。
Organizations use sponsorships to inform consumers about their quality and positive intentions. Prior research has explained how these sponsorships signal quality to reduce selection challenges and prosocial intentions to reduce moral hazard concerns. Yet, previous meta-analyses do not assess and compare the relationships that sponsorship signaling has with consumer responses across samples of treatments (i.e., using sponsorships vs. not using sponsorships) that convey primarily quality or intention content. Thus, our meta-analysis focused on how sponsorship treatments relate to consumer responses according to samples conveying generalized content (quality and intention content combined) and distinct quality or intention content. The results suggest that sponsorship treatments conveying generalized content positively related to consumers’ cognitive, affective, and behavioral outcomes. They also suggest that signaling quality content has more positive relationships with consumers’ cognitive and affective outcomes than signaling intention content, and that the relationships quality and intention signaling content have with consumers’ affective responses are moderated by different conditions. Theoretically, quality and intention signaling processes appear to operate in distinct ways. Managerial takeaways are that sponsorships can positively relate to consumer outcomes, these relationships can be accentuated or diminished under various moderating conditions, and sponsorships for cause marketing in particular could require clearer and more credible messaging.