A special form of a product-harm crisis where the negative event centers on one particular brand or a set of brands belonging to the same company. When a brand crisis breaks out, consumers and other stakeholders (e.g., shareholders, the media, regulators) are likely to raise questions about the affected brand and why the crisis happened such as: who is to blame? Is the event likely to happen again? Is it true? What does the crisis signal about the brand? 

Short-term effects of a crisis are lost...