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Relative effectiveness of prior corporate ability vs. corporate social responsibility associations on public responses in corporate crises
Unformatted Document Text:  Relative effectiveness of prior CAb vs. CSR in crises 10  RQ1: Do crisis type and crisis severity moderate the relationships between CAb and CSR associations and the participants’ attributions of locus, stability, and controllability?  H2a: Participants in positive CAb associations conditions will attribute lower levels of crisis responsibility to the organization (i.e., blame), and in turn will reveal more positive responses (i.e., company evaluation (CE), product evaluation (PE), supportive behavioral intentions (supportive BI), and purchase intentions (PI)) than those in negative CAb associations conditions.  H2b: Participants in positive CSR associations conditions will attribute lower levels of crisis responsibility to the organization, and in turn will reveal more positive responses (CE, PE, supportive BI, and PI) than those in negative CSR associations conditions.  RQ2: Do crisis type and crisis severity moderate the effects of CAb and CSR associations on participants’ attributions of crisis responsibility and their responses (CE, PE, supportive BI, and PI)?  H3a: CAb and CSR associations will have negative indirect effects on blame mediated by locus, stability, and controllability of attributions.  H3b: CAb and CSR associations will also have negative direct effects on blame in crisis situations. Since previous studies found direct influences of CAb and CSR associations on both company (Brown & Dacin, 1997; David et al., 2005, Kim, 2011) and product reputation (Biehal & Sheinin, 2007; Kim, 2011) in routine situations, this study proposes strongly established CAb and CSR associations will still have a direct influence on corporate and product reputations in crisis situations. In addition, since effect paths from CSR tend to be greater on company

Authors: Kim, Sora.
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 Relative effectiveness of prior CAb vs. CSR in crises 10 
 
 
 
 
RQ1: Do crisis type and crisis severity moderate the relationships between CAb and CSR 
associations and the participants’ attributions of locus, stability, and controllability? 
 
H2a: Participants in positive CAb associations conditions will attribute lower levels of crisis 
responsibility to the organization (i.e., blame), and in turn will reveal more positive responses 
(i.e., company evaluation (CE), product evaluation (PE), supportive behavioral intentions 
(supportive BI), and purchase intentions (PI)) than those in negative CAb associations 
conditions.  
 
H2b: Participants in positive CSR associations conditions will attribute lower levels of crisis 
responsibility to the organization, and in turn will reveal more positive responses (CE, PE, 
supportive BI, and PI) than those in negative CSR associations conditions.  
 
RQ2: Do crisis type and crisis severity moderate the effects of CAb and CSR associations on 
participants’ attributions of crisis responsibility and their responses (CE, PE, supportive BI, 
and PI)?  
 
H3a: CAb and CSR associations will have negative indirect effects on blame mediated by 
locus, stability, and controllability of attributions.  
 
H3b: CAb and CSR associations will also have negative direct effects on blame in crisis 
situations.  
Since previous studies found direct influences of CAb and CSR associations on both 
company (Brown & Dacin, 1997; David et al., 2005, Kim, 2011) and product reputation (Biehal 
& Sheinin, 2007; Kim, 2011) in routine situations, this study proposes strongly established CAb 
and CSR associations will still have a direct influence on corporate and product reputations in 
crisis situations. In addition, since effect paths from CSR tend to be greater on company 


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