Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/4830
Title: | The Importance of Brand Love on SMEs Context in Indonesia | Authors: | Hardilawati W.L. Ghani, N.H.A |
Keywords: | Brand love;Conceptual paper;SMEs;Strategic brand | Issue Date: | 2023 | Publisher: | Springer Science and Business Media Deutschland GmbH | Conference: | Lecture Notes in Networks and Systems | Abstract: | SMEs play a key role in national economies around the world. In Indonesia, SMEs are the backbone that supports the country’s economy. For this reason, a strategy is needs to strengthen the SMEs brand to be stronger and develop. The creation of brand love in Indonesia in the context of SMEs is still unclear. This paper aims to explore how brand love strategies can strengthen the SMEs and does brand love produce valuable marketing result to SMEs? The method used for this paper is based from literature reviews from journal articles, books and online news which are related with research area. A review of the relevant literature can show how the role of creating brand love can help strengthen the relationship between consumers and brands in the context of SMES and makes consumers will love local products. In addition, the creation of brand love in consumers can create an engagement and create long-term relationships and will make consumers loyal to the brand. For SMEs, brand love is important to strengthen brand loyalty. Such a conceptual understanding of the importance of brand love, paired with a number of propositions for empirical work can serve to guide future research into this important field. |
Description: | Web of Science / Scopus |
URI: | http://hdl.handle.net/123456789/4830 | ISBN: | 978-303108092-0 | ISSN: | 23673370 | DOI: | 10.1007/978-3-031-08093-7_34 |
Appears in Collections: | Faculty of Entrepreneurship and Business - Proceedings |
Show full item record
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.