中文摘要：

采用两个实验重点研究了消费者调节聚焦对赛事赞助效果的影响及其作用机制，解决了现有研究间的矛盾。结果显示，消费者调节聚焦会调节赛事质量和赞助匹配对品牌资产的影响强度；对于趋近型消费者，赞助匹配对品牌资产的路径系数显著大于赛事质量；对于规避型消费者，赛事质量对品牌资产的路径系数大于赞助匹配，但没发现显著差异；赞助态度和定位清晰度在赛事赞助和品牌资产之间具有中介作用；调节聚焦通过调节赛事赞助对赞助态度和定位清晰度的影响进而影响品牌资产，而非通过调节赞助态度和定位清晰度对品牌资产的影响而产生作用。赞助匹配无论是通过操控同一品牌的不同赞助方式获得，还是操控不同匹配水平的两个品牌获得；调节聚焦无论采用情景性调节聚焦，还是特质性调节聚焦，均得到一致的研究结果。

英文摘要：

In order to solve the contradiction in the event sponsorship ,this paper studies the moderating effect of customer regulatory focus between event sponsorship and brand equity . Two experiments show that 1 ） regulatory focus could moderate the relative impact of game quality and sponsorship fit ;2） for promotion focused consumer ,path coefficient between spon‐sorship fit and brand equity is significantly greater than that of game quality ;3 ） for prevention focused consumer ,path coefficient between game quality and brand equity is greater than that of sponsorship fit ,but it is not significant ;4 ） sponsorship attitude and position clarity have mediation effect between sponsorship and brand equity ;5 ） regulatory focus moderates the im‐pact of sponsorship on sponsorship attitude and position clarity ,but not moderates the impact of sponsorship attitude and position clarity on brand equity .Manipulating sponsorship fit by different sponsorship form or by different brand ,manipulating regulatory focus by situational focus or by chronic focus ,the experiments show consistent results .