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.
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Hardilawati, W.L., Ghani, N.H.A. (2023). The Importance of Brand Love on SMEs Context in Indonesia. In: Alareeni, B., Hamdan, A. (eds) Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success. ICBT 2021. Lecture Notes in Networks and Systems, vol 485. Springer, Cham. https://doi.org/10.1007/978-3-031-08093-7_34
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