Mixed or mismatch? Novel approaches to the interplay of prior associations and crisis response strategies

Purpose This study examines how prior corporate associations and crisis response strategies jointly shape consumer reactions in crisis contexts. Specifically, it investigates the role of response novelty in explaining when a crisis response becomes effective, particularly when the response highlights an alternative, favorable dimension of the brand. Design/methodology/approach Two experiments were conducted, each simulating a distinct crisis scenario. Study 1 examined a product-harm (competence-related) crisis by comparing CA versus hybrid associations, whereas Study 2 examined a morality-harm (CSR-related) crisis by comparing CSR versus hybrid associations. Across both studies, the effects of crisis response strategy on consumers' responses were examined through the mediating role of response novelty. Findings The findings identify response novelty as a key mechanism in crisis communication effectiveness. Consumers holding single-dimensional associations perceived greater novelty when the company adopted a response strategy that emphasized an alternative, favorable dimension of the brand, whereas those holding hybrid associations perceived less novelty under the same conditions. In addition, response novelty mediated the effects of prior associations and crisis response strategy on post-crisis consumer evaluations. Overall, hybrid associations provided greater resilience during crises, whereas single-dimensional associations were more sensitive to novelty-based response effects. Research limitations/implications This study is limited by its use of experimental scenarios involving a fictitious company and by its focus on two crisis contexts and two response domains, CA and CSR. Future research should examine whether the proposed novelty-based mechanism extends to other crisis response messages, crisis characteristics and longer-term post-crisis outcomes. The findings suggest that effective crisis communication depends not only on message content, but also on the dimensional structure of prior brand associations and the novelty generated by the response. Originality/value This study advances crisis communication research in three ways. First, it extends Expectancy Violations Theory by showing that post-crisis communication can do more than repair violated expectations; it can redirect consumer evaluations through response novelty. Second, it reconceptualizes prior corporate associations not only in terms of their content (CA vs. CSR), but also in terms of their dimensional structure (single-dimensional vs. hybrid). Third, it qualifies the dominant congruence-based view of crisis communication by showing that, under certain conditions, strategic mismatch between prior associations and response strategy can be beneficial when it introduces novel, favorable information.