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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 2 Abstract This experimental study employing both victim and preventable crises supports strong transferring effects of corporate ability (CAb) and corporate social responsibility (CSR) associations on the public’s responses in corporate crises. In addition, CSR associations are found to be more effective than CAb associations in offsetting detrimental damage created by corporate crises. The study argues that the reason for more enduring and salient transferring effects of prior CSR associations in crisis situations is because CSR associations are positioned on a company’s virtue-related dimensions, whereas CAb associations are positioned on its skill- focused dimensions. Key words: corporate social responsibility associations, corporate ability associations, crisis, transferring effect, halo effect

Authors: Kim, Sora.
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 Relative effectiveness of prior CAb vs. CSR in crises 
This experimental study employing both victim and preventable crises supports strong 
transferring effects of corporate ability (CAb) and corporate social responsibility (CSR) 
associations on the public’s responses in corporate crises. In addition, CSR associations are 
found to be more effective than CAb associations in offsetting detrimental damage created by 
corporate crises. The study argues that the reason for more enduring and salient transferring 
effects of prior CSR associations in crisis situations is because CSR associations are positioned 
on a company’s virtue-related dimensions, whereas CAb associations are positioned on its skill-
focused dimensions.  
Key words: corporate social responsibility associations, corporate ability associations, 
crisis, transferring effect, halo effect  

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