Enforcement Branding Choice for SMEs Specialty Food Brands Among Indonesian Millennials

Abstract

This study examines the influence of brand authenticity on brand choice among SMEs’ local specialty food brands by the millennial generation, with the roles of brand trust, brand love, and brand value, examined as meditating variables. Survey data were collected from a sample of 770 SME customers who bought local specialty food in Indonesia. A convenience sampling technique was applied, and partial least squares–based structural equation modeling was utilized for data analysis. Primary data were collected using a survey method to distribute structured questionnaires. The results showed that all direct effects in the proposed model had a significant impact, except for the relationships of brand trust and brand value with brand choice. Similarly, brand trust, brand love, and brand value proved to be mediating variables. This study attempts to fill a gap in the literature by investigating how brand love influences brand choice for local specialty food brands at SMEs, especially in emerging markets.