PT  - JOURNAL ARTICLE
AU  - Chun-Tuan Chang
AU  - Xing-Yu (Marcos) Chu
AU  - I-Ting Tsai
TI  - How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
AID  - 10.2501/JAR-2019-046
DP  - 2020 Jan 08
TA  - Journal of Advertising Research
PG  - JAR-2019-046
4099  - http://www.journalofadvertisingresearch.com/content/early/2020/01/06/JAR-2019-046.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2020/01/06/JAR-2019-046.full
AB  - The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is advantageous for a hedonic product paired with a primary cause. Consumers favored these combinations because they attributed positive motives to the company for launching cause-related marketing campaigns. Companies can maximize the success of their cause-related marketing by choosing the duration that best suits their product–cause bundle.