Purpose – This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender...

Population aging is a powerful megatrend affecting many countries around the world. This demographic shift has vast effects on societies, economies and businesses, and thus also for the advertising industry. Advertising in the Aging Societ y presents an insight into advertising practitioners and...