| In recent years, with the increase of quality diversity of TV programs, Watching TV programs became a great pastime on our daily life. The TV programs sponsorship has also become a important way for corporate to promote its product. Therefore, how to select the correct TV program to sponsor is a big problem which each sponsors are facing. This paper based on construal level theory, the consumer’s brand attitude and purchase intention as the measure of TV sponsorship effectiveness to carry out a comparative study of new products and existing products in the same television program sponsorship.Through the previous research we can acquire that the fit between the product and TV program is one of the main factors that influence the effect of sponsorship. And this fit can be divided into image fit and product fit two dimensions. We use 2(new product Vs existing products) x 2(image fit Vs function fit) between subjects experimental design method. While we also design two groups of experimental control group. The subjects fill in consumer brand attitudes and purchase intention scale after background material shows.The results of the study show that when existing product sponsor TV program, if the fit between the product and TV program is image fit, the consumer’s brand attitude and purchase intention is higher than that the fit between the product and TV program is product fit, while the fit between the product and TV program is product fit, the consumer’s brand attitude and purchase intention don’t change compared with no television sponsorship. When new product sponsor TV program, if the fit between the product and TV program is product fit, the consumer’s brand attitude and purchase intention is higher than that the fit between the product and TV program is image fit, while the fit between the product and TV program is image fit, the consumer’s brand attitude and purchase intention have a slight promotion compared with no television sponsorship. |
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