Abstract
<p>This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. The SEM-PLS technique analyzes data with a path mediated by brand gravity-resonance capability on brand love. The results showed that brand gravity-resonance capability successfully mediated the brand experience relationship in brand love and the direct connection of brand experience in the past, and brand gravity-resonance capability in brand love managed to increase the sense of brand love. The practical implications of the novelty of this variable provide improvements to MSME managers or businesses to resonate the value of digital aggressiveness, configure science, integrate customer systems, and be oriented towards the creation of new markets. Conceptual implications contribute as new conceptual models that can bridge negative experiences to result in a dynamic and competitive comparative advantage in the market.</p>
Highlights
Successful brand-building experience in brand management is an essential key to creating brand competencies for micro, small and medium enterprises (MSMEs) (Atandi, 2021; Tewary & Mehta, 2021)
Strengthening R-A Theory based on McBee-Black & Ha-Brookshire, (2021) experience creating clothing brands in the past and collaborating with Tommy Hilfiger brands built the advantages of the first adaptive clothing line's primary competitive resources for children
2021; Kumar et al, 2021; Le, 2020; Shahid & Zafar, 2021). The logic behind this model that brand experience is the first step to improving capabilities echoes the brand's appeal to intangible entities that enable companies to generate valuable market offerings effectively and or efficiently
Summary
Successful brand-building experience in brand management is an essential key to creating brand competencies for micro, small and medium enterprises (MSMEs) (Atandi, 2021; Tewary & Mehta, 2021). The difficulty of maintaining a positive brand experience in the past becomes a necessary urgency of current and future business competition. The complexity of brand relationship quality experience issues (Francisco-Maffezzolli et al, 2014; Ramaseshan & Stein, 2014; Severi & Ling, 2013), brand trust (Menidjel et al, 2017; Polat & Çetinsöz, 2021; Villagra et al, 2021), sensory brand (Iglesias et al, 2019) and convenience brand (Brunetti et al, 2019; Vikaliana et al, 2021) became an essential focus of how consumers continue to love the brand of MSMEs products. Business brand competition globally becomes an obstacle to an individual's love of a brand. Businesses need to trace the brand experience to build a long-term brand love relationship
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