value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides …, it is necessary to propose a brand management strategy. A conceptual framework was developed by the authors as an … alternative to propose a brand management strategy according to a specific business scenario. The objective of this study is to …

Brand loyalty is vital for any business, be it large enterprises or Small and medium enterprises (SME), to sustain in … their own unique influences on business performance. There has been little studies examining brand experience and brand … personality on loyalty dimensions from SME brand perspective. Studies had claimed that factors tested on big brand may yield …