Does being socially responsible buffer reputation loss in a product crisis? The moderating role of lay theory of corporate social responsibility

A company’s emphasis on corporate social responsibility (CSR) signals its concern with benefits for society, whereas a company’s emphasis on corporate ability (CA) signals its expertise in delivering good quality products. Product-harm crises often put companies at serious risk. Would a company’s prior emphasis on CSR versus CA mitigate the potential reputation damage of a product-harm crisis? In an experiment, we found that when a product-harm...