This research investigates how corporate reputation communications, specifically, those that focus on corporate ability (CA) versus corporate social responsibility (CSR), impact consumer evaluations of flagship products and non-flagship products. Across five studies utilizing different research methods (survey, eye-tracking, and experiments), we demonstrate an asymmetric effect of corporate reputation communication on product evaluations, dependent on the product's flagship status in its company's product portfolio (i.e., all products owned and marketed by a company). Specifically, while CSR is more conducive to consumer evaluations of flagship products, CA is more beneficial for evaluations of non-flagship products. Such effects are more prominent when consumers lack detailed product attribute information. Given the strategic importance of flagship products to a company, this work adds to the emerging body of research on CSR communication by highlighting its advantage in bolstering consumer evaluations of flagship products.

中文翻译：

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企业声誉传播对旗舰与非旗舰产品评价的非对称效应

本研究调查了企业声誉传播，特别是那些关注企业能力（CA）与企业社会责任（CSR）的传播，如何影响消费者对旗舰产品和非旗舰产品的评价。在利用不同研究方法（调查、眼动追踪和实验）的五项研究中，我们证明了企业声誉传播对产品评估的不对称影响，这取决于产品在公司产品组合中的旗舰地位（即拥有和销售的所有产品）由一家公司）。具体来说，CSR更有利于消费者对旗舰产品的评价，而CA更有利于消费者对非旗舰产品的评价。当消费者缺乏详细的产品属性信息时，这种效应更加突出。鉴于旗舰产品对公司的战略重要性，这项工作通过强调其在增强消费者对旗舰产品评价方面的优势，丰富了新兴的企业社会责任传播研究。