How Cause Marketing Campaign Factors Affect Attitudes And Purchase Intention Choosing The Right Mix Of Product And Cause Types With Time Duration

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.