“…Moreover, it is important to examine these relationships on SME brands because it may contribute different result as compared to global/ big brands (Berthon et al, 2008;Caloghirou et al, 2014;Upadhyay, Jahanyan, & Dan, 2011). Besides, there has been lack of studies on SME brand loyalty (Asamoah, 2014;Centeno et al, 2013;Krake, 2005;Reijonen, Laukkanen, Komppula, & Tuominen, 2012). Therefore, this study will fill this gap by developing a conceptual framework to investigate the relationships between brand experience, brand trust, and customer loyalty from the perspective of SME brands.…”