Abstract

This study examines the dimensional consequences of having positive prior corporate associations and negative prior corporate associations in times of product-harm crisis by applying two dimensions of corporate associations. The findings indicate that the disadvantages of having negative prior corporate ability associations are bigger than having negative corporate social responsibility associations in times of product-harm crisis, whereas the advantages of having positive prior CSR associations are bigger than having positive CA associations. This study also provides directions for how to manage reputational strengths and weaknesses prior to a crisis as part of reputation and crisis management.