Brand image is a core element of corporate strategy, with the potential to influence demand and profitability, to the extent of threatening a company’s long-term success, if not managed properly (Dutta & Pullig, 2011; Dawar & Pillutla, 2000). However, managing brand image is not an exact science, rather it requires the endorsement of strategies throughout all the functional areas of the organisation, designed to promote quality and respond to consumer needs. In essence, consumers are at the forefront of brand decision making processes since the underlying goal is to promote the company’s product and services for profitable gain (Zhao et al, 2011). Despite its importance to corporate strategy, so often companies are confronted with product-harm crises. The concept product-harm crisis denotes a highly publicized event whereby products are found to be defective or dangerous, contaminated or harmful to consumers (Siomkos & Kurzbard, 1994). Reviewing emperical studies on product-harm enables the comparing and contrasting of findings which is essential for isolating critical elements of such crisis.