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...