All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.

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 25 situation. However, for those who have positive associations, the crisis type is an important factor. This also provides interesting insight for academics and practitioners regarding how to manage different publics’ perceptions during a crisis. For instance, when the company has a bad relationship with its publics or bad associations among its publics, even a victim crisis could damage the company’ reputation as much as a preventable crisis. Normally, detrimental damage for a victim crisis is lower than a preventable crisis due to publics’ low levels of crisis responsibility attributions to the company in a victim crisis (Coombs, 2007). However, if the company fails to create positive corporate associations with its publics in the pre-crisis stage, even a victim crisis can damage the company’s reputation as much as a preventable crisis. This implies the importance of building positive corporate associations prior to any possible crises. FUTURE RESEARCH AND CONCLUSION Though the research provides meaningful implications, it also is limited by several factors. First, since this study used a student sample, the findings are not generalizable. Future research employing consumer panels is encouraged to ensure the generalizability of findings. Second, the study used two different crisis types featuring product recall-related crises because these are among the most common corporate crises (Davidson & Worrell, 1992). However, there is a possibility that product recall crises affected no direct effects of corporate associations on product evaluation found in our study. In other words, since our study used product-related crises, we might not be able to find direct effects of corporate associations on product evaluation. Therefore, future research should explore some other non-product-related crises to see if there is any difference in the effects of corporate associations on product evaluation. Future research

Authors: Kim, Sora.
first   previous   Page 25 of 31   next   last

background image
 Relative effectiveness of prior CAb vs. CSR in crises 25 
situation. However, for those who have positive associations, the crisis type is an important 
factor. This also provides interesting insight for academics and practitioners regarding how to 
manage different publics’ perceptions during a crisis. For instance, when the company has a bad 
relationship with its publics or bad associations among its publics, even a victim crisis could 
damage the company’ reputation as much as a preventable crisis. Normally, detrimental damage 
for a victim crisis is lower than a preventable crisis due to publics’ low levels of crisis 
responsibility attributions to the company in a victim crisis (Coombs, 2007). However, if the 
company fails to create positive corporate associations with its publics in the pre-crisis stage, 
even a victim crisis can damage the company’s reputation as much as a preventable crisis. This 
implies the importance of building positive corporate associations prior to any possible crises.   
Though the research provides meaningful implications, it also is limited by several 
factors. First, since this study used a student sample, the findings are not generalizable. Future 
research employing consumer panels is encouraged to ensure the generalizability of findings. 
Second, the study used two different crisis types featuring product recall-related crises because 
these are among the most common corporate crises (Davidson & Worrell, 1992). However, there 
is a possibility that product recall crises affected no direct effects of corporate associations on 
product evaluation found in our study. In other words, since our study used product-related crises, 
we might not be able to find direct effects of corporate associations on product evaluation. 
Therefore, future research should explore some other non-product-related crises to see if there is 
any difference in the effects of corporate associations on product evaluation. Future research 

Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 25 of 31   next   last

©2012 All Academic, Inc.