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.


  • Companies can leverage their cause-related marketing campaigns by choosing either a long or short duration, subject to their product–cause bundles.
  • If a company decides to implement tactical cause-related marketing on a short-term basis, it should pair a hedonic product with a primary cause, such as a lifesaving need.