MANAGEMENT SLANT

  • 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.
  • When considering a long-term strategic cause-related marketing promotion, a company can choose either a primary cause for a utilitarian product or a secondary cause, such as quality of life, for a hedonic product.
  • Companies should monitor consumers’ motive attributions regarding a cause-related marketing campaign to ensure that the attribution is positive.

INTRODUCTION

The time is always right to do what is right

— Martin Luther King, Jr.

Increasing public concern over social and environmental matters has induced companies to affiliate their products with a range of popular causes linked to social and ecological issues. Cause-related marketing is a common form of such activity that involves a company’s promise to donate a certain amount of money to a nonprofit organization or a social cause when customers purchase its products or services (Varadarajan and Menon, 1988).