Extended Brand Value Competitiveness Chain Model: Building Brand Competitiveness on SMEs in Indonesia Through Digital Brand Learning
DOI:
https://doi.org/10.20069/9xq5qq16Keywords:
Brand Value Competitiveness Chain, Brand Differentiation, Brand Value, Brand Competitiveness, Digital Brand LearningAbstract
This study develops and empirically tests the Extended Brand Value Competitiveness Chain (BVCC) model in the context of Indonesian SMEs, particularly batik enterprises in Pekalongan. The model integrates the concepts of brand differentiation, brand value, and brand competitiveness, while introducing SMEs Digital Brand Learning as a moderating variable grounded in learning theory, organizational knowledge creation theory, and Nonaka’s SECI model. Using a quantitative explanatory design with survey data from 273 SMEs, the study applies Structural Equation Modeling (SEM) to examine direct and moderating effects. The findings confirm that brand differentiation significantly enhances both brand value and brand competitiveness, while brand value positively influences competitiveness. Furthermore, SMEs Digital Brand Learning strengthens the impact of brand differentiation and brand value on competitiveness, underscoring the importance of continuous knowledge acquisition and application in the digital era. This research extends the applicability of the BVCC model to SMEs, highlights the role of digital learning in overcoming knowledge gaps, and provides practical insights for SME managers to build sustainable competitiveness through branding in Industry 4.0.
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