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Organisational crises can have deleterious consequences for organisational reputation and sales. Hence, one exigent question pertains to the effects of a company’s action prior to the crisis and its crisis response on customers’ post-crisis attitude and behavioural intention. To address that question, a scenario-based 2 (rebuild versus diminish response strategy) × 2 (product-harm versus moral-harm crisis) × 2 (institutional versus promotional CSR program) experiment was conducted with 304 Dutch respondents. Main effects were found for all independent variables. Our research shows that a rebuilding strategy has a more positive effect on benevolence- and integrity-based trust. A product-harm crisis leads to a significant larger drop in ability-based trust and in purchase intention, while a moral-harm crisis damages more strongly integrity-based trust in the organisation. Furthermore, an institutional CSR …