TY - JOUR T1 - How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2019-046 SP - JAR-2019-046 AU - Chun-Tuan Chang AU - Xing-Yu (Marcos) Chu AU - I-Ting Tsai Y1 - 2020/01/08 UR - http://www.journalofadvertisingresearch.com/content/early/2020/01/06/JAR-2019-046.abstract N2 - 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. ER -