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PurposeThis 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 and participation in philanthropic activities on the impact of cause‐related marketing (CrM) programs in Japan.Design/methodology/approachAn experimental design was used with 196 Japanese subjects completing a survey online.FindingsA high brand‐cause fit was found to elicit more positive attitudes toward the CrM program than campaign duration. Japanese female respondents were showing more favorable attitudes than men, confirming results in previous research studies conducted in the West. Previous participation in philanthropic activities was also found to increase positive attitudes especially when brand‐cause fit and duration were high.Research limitations/implicationsThe experiment relied on fictitious advertising materials. Many respondents were students from the greater Tokyo area. This may make it difficult to generalize findings to a broader population.Practical implicationsResults show that CrM campaigns in Japan are viewed more positively when consumers perceive a good match between the brand and the cause. Japanese marketers targeting women and consumers with philanthropic experience are likely to benefit by supporting matching social causes.Originality/valueThis paper is the first to contribute to better understanding of the impact of CrM in Japan. It does confirm the gender effect previously observed in western countries.

Older consumers remain under‐researched, especially in Japan, the country most severely affected by demographic change with a rapidly aging and shrinking population. This paper aims at a better understanding of Japanese older consumers through cognitive age, health condition, financial status, and personal values. This study is the first one using these variables together on a sample of 316 older Japanese consumers. The age perception of the respondents was found on average 8 years younger than their actual chronological age, in line with the assumption of cognitive age being universal. Four groups were identified revealing a decrease in the difference between chronological and cognitive age with lower levels of health and wealth. The difference was found higher for people feeling healthy and poor than for people feeling in poor health and wealthy, thus indicating that feeling in good health was having somewhat more impact on the difference between actual and cognitive age than feeling wealthy. Respondents gave top ranking to “warm relationships with others”, second importance to “security”, and third importance to “fun and enjoyment in life”. The rankings of “excitement”, “fun and enjoyment in life”, and “sense of accomplishment” were showing a significant decrease of importance with higher cognitive age groups. Copyright © 2011 John Wiley & Sons, Ltd.