Abstract
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–cause bundle.
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