RT Journal Article
SR Electronic
T1 How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2019-046
DO 10.2501/JAR-2019-046
A1 Chun-Tuan Chang
A1 Xing-Yu (Marcos) Chu
A1 I-Ting Tsai
YR 2020
UL http://www.journalofadvertisingresearch.com/content/early/2020/01/06/JAR-2019-046.abstract
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.