“How brand personality can assist in achieving the sustainable development goals (SDGs) for small and medium-sized enterprises (SMEs) in developing countries”

Abstract

Small and medium-sized enterprises (SMEs) play a crucial role in a nation's economy, particularly in developing countries. Brand personality has been studied extensively in the literature and adopted almost exclusively by major global brands of large corporations in developed countries. A well-established brand personality allows firms to gain a sustainable competitive advantage. However, brand personality is not widely used across SME product categories, partially because investment in brand personality requires a long-term commitment. Drawing upon anthropomorphization theory and customer-brand relationship theory, this paper proposes two major ways that brand personality plays a key role in fulfilling the SDGs, including 1) building customer-brand relationships and 2) developing competitive advantage for SMEs in developing countries. Implications for future research and managerial practice are provided.

PENDAMPINGAN KEBERLANGSUNGAN USAHA UMKM GULA AREN DALAM MENDUKUNG PENCAPAIAN SUSTAINABILITY DEVELOPMENT GOALS (SDGs)

“…Dengan demikian kesejahteraan yang dirasakan oleh pelaku UMKM sangat rendah. Hal ini menjadi salah satu pembahasan di dalam SDGs dalam mengurangi kemiskinan dan meningkatkan kesejahteraan masyarakat (Auemsuvarn, 2019) Aspek Sumber Daya Manusia Pelaku UMKM adalah orang yang mengendalikan jalannya usaha. Kemampuan dan keahlian yang dimiliki tidak terlepas dalam pengelolaan usaha UMKM.…”

“…Jika ketiga aspek tersebut terancam maka tidak menutup kemungkunan keuntungan usahapun akan terhambat. Dengan demikian perlunya menerapkan 17 tujuan SDGs dalam mendukung keberlanjutan usaha UMKM(Auemsuvarn, 2019) KESIMPULANBerdasarkan hasil pengabdian yang telah dilakukan di Desa Girimulya pada pelaku UMKM gula aren terdapat banyak permasalahan yang sudah ditemukan solusinya. Pertama, permasalahan ekonomi yang mana masyarakat sudah mampu mengelola usaha lebih baik dengan pemberian peralatan dan penjualan yang lebih meningkat dengan adanya spanduk sebagai media promosi.…”

“Sustainability-contents SEO”: a semantic algorithm to improve the quality rating of sustainability web contents

“…anti-smoking, drink-driving, domestic violence) (Kennedy and Parsons, 2012). Large organizations, with strong brands and a solid reputation, taking part in speeches on important political and social issues and publicly embracing social issues and emergencies afflicting the planet, are considered capable of activating virtuous circles of change, even more than governments (Auemsuvarn, 2019). They can, therefore, achieve the same effect as social engineering.…”

Achieving Sustainable Development Goals (SDGs) by Effective Compliance of Good Corporate Governance

“…MSMEs can survive by supporting the country's economy. (Auemsuvarn, 2019; Lopes de Sousa Jabbour et al, 2020). The more MSMEs operate in Indonesia, so the more labor absorption will be and reduce the number of unemployed.…”

“…The SDGs are not only applied to large companies, but the SDGs have begun to be socialized to MSMEs to achieve the SDGs to come true immediately (Auemsuvarn, 2019;Biryukov et al, 2021; Lopes de Sousa Jabbour et al, 2020; Verma, 2019). The trend of implementing the SDGs on MSMEs has already been implemented in Russia (Biryukov et al, 2021).…”