Brand Love Enhancement of Micro, Small, and Medium Enterprises in Indonesia: A Systematic Literature Review

This preliminary paper presents a Systematic Literature Review (SLR) to explore how consumer brand love of Micro, Small, Medium Enterprises (MSME) in Indonesia could be enhanced through branding strategies. MSMEs play important role in current Indonesia economic growth, but unfortunately, they focus on the trading and forget about the branding. It also examines previous research to observe what should be highligted about brand love, how to identify the variables of the consumer voices and if the latent consumer voices has been identified. To collect the literature data, ScienceDirect and Google Scholar were used as databases. There is a contradictive thing about the masstige brand and MSME's brands about brand love, brand loyalty and purchase intention. Some recommendations strategies could be determined such as good collaboration between the government and MSMEs, and how to gather the latent consumer voice. For further research could be suggested to include interview that would be converted to text document.