How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention

Volume: 61, Issue: 1, Pages: 58 - 77
Published: Jan 8, 2020
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...
Paper Details
Title
How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
Published Date
Jan 8, 2020
Volume
61
Issue
1
Pages
58 - 77
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