@article {Chang58, author = {Chun-Tuan Chang and Xing-Yu (Marcos) Chu and I-Ting Tsai}, title = {How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention}, volume = {61}, number = {1}, pages = {58--77}, year = {2021}, doi = {10.2501/JAR-2019-046}, publisher = {Journal of Advertising Research}, abstract = {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{\textendash}cause bundle.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/61/1/58}, eprint = {https://www.journalofadvertisingresearch.com/content/61/1/58.full.pdf}, journal = {Journal of Advertising Research} }