Abstract Through an online national survey in China, the study empirically examines the serial mediation effects of active communication behaviour and post‐crisis corporate associations in the relationships between initial crisis perceptions of problem, constraint, and involvement recognitions and government associations. The study suggested that higher problem and involvement recognitions were positively associated with more active communication behaviour in crisis, and such active communication behaviour was in turn positively associated with more favourable post‐crisis corporate associations. The findings also revealed connections between post‐crisis corporate associations and government associations, suggesting publics’ psychological associations of the company in crisis were extended to government associations in China.
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