摘要：Building a strong brand is now a most significant achievement for any marketing firm. With a strong brand, companies can build a long and sustainable relationship with existing customers (Ambler, 1997). Maintaining a strong brand is not an easy task, there is huge risk always been associated with all your business actions especially in media oriented world. Thus, companies are managing good public relation with every stakeholder. But the media are also publicized any defects or negative aspects of the brand lead to tarnish your brand, destroyed public image and reputation (Davies et al., 2003) and also affect consumer purchase intention (Tsang, 2000; Laufer and Gillespie, 2004). This phenomenon of publicizing products is found defective or dangerous is known as product harm crisis (Dawar and Pillutla, 2000). And this is because of several reasons, such as product misuse, manufacturer’s negligence, or sabotage (Siomkos and Malliaris, 1992) and the result of this are more serious such as damage the company’s reputation, decreasing market share, costly product recalls and damage carefully nurtured brand equity (Kotzegger and Schlegelmilch, 2013; Van-Heerde et al., 2007).
