We examine how a firm defends its capability and character reputations in response to different violations. We develop our core theoretical mechanism—stakeholders' situational expectations—to theorize that the effectiveness of a firm's response strategy following a violation depends on the nature of the violation and the reputational judgment being made. We test our hypotheses using two longitudinal violation samples and novel media‐based measures of reputation. Generally, we find that a more accommodative strategy is an effective defense following a capability violation, but it is less effective following a character violation. In supplemental analyses, we also discover that a more accommodative strategy is less effective at managing general reputation. Ultimately, our theory and findings suggest that reputation defense is more complex than previously considered.

中文翻译：

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不断变化的声誉：公司如何应对各种违规行为捍卫其多重声誉

我们研究了企业如何应对各种违规行为，捍卫自己的能力和品格声誉。我们开发了我们的核心理论机制-利益相关者的情境期望-可以得出这样的理论，即违规后企业响应策略的有效性取决于违规的性质和做出的声誉判断。我们使用两个纵向违规样本和新颖的基于媒体的声誉测度来检验我们的假设。通常，我们发现一种更宽松的策略是在能力遭到破坏后的有效防御，而在角色受到破坏后却没有那么有效。在补充分析中，我们还发现，更宽松的策略在管理一般声誉方面不太有效。最终，