Managing a product-harm crisis is a challenging period especially for the firms operating in different countries since cultural characteristics, namely uncertainty avoidance and individualism/collectivism, could determine various aspects such as how individuals will evaluate firm strategies, whether they will attribute blame to the firm, how they will process information (functional or emotional) in their evaluations for the product and how their expectations differ according to the firms’ corporate reputation levels. Therefore, two different studies with a 2x2 between-subjects factorial design were conducted. Study 1 performed using the data obtained from Turkey selected as a collectivist structure with a high level of uncertainty avoidance country, and it was concluded that blame attribution and negative emotions were serially mediated the effect of crisis response strategies on repurchase intention. Study 2 conducted with the data obtained from the USA, which has an individualist structure and a low level of uncertainty avoidance, the functional evaluation was found to mediate the relevant process. Also, it was observed that corporate reputation had a moderating effect in both studies, and these effects also showed differences between studies depending on the culture. The results of the research are discussed theoretically and practically.