Exploring Brand Experience Dimensions; is this Important for SMEs Brand in Indonesia?

Abstract

This study focuses on looking at the role of the brand experience dimension in supporting the sustainability of brands in Indonesia. Furthermore, this study will describe the specific dimensions that exist in the brand experience that can be adopted by SMEs brand in Indonesia which can be one of the SME development strategies amid the emergence of SMEs brand in Indonesia. This study focuses on the culinary sector SMEs because there are many competitors so they have a high risk of losing their business. This research uses a qualitative approach by exploring existing literature studies related to brand experience dimensions. This study contributes to explaining the dimensions of brand experience in detail that can be adopted by SMEs brand to able to retain customers and ensure the sustainability of their business. The results of the study show that five dominant dimensions can be used by SMEs brand in maintaining the continuity of their brands and being able to compete in the tight competition in the culinary business in Indonesia.