Small and Medium Enterprise sector has the most significant role in reducing poverty, boost countries’ GDP and provide employment for majority of the population (Benzing and Chu 2012).
Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach
Consumers today are not looking for a simple consumption, but they are looking for sense. The brand strategy is situated at a higher level of closeness to the consumer. Indeed, the brand acts as a communication interface between the company and the market.
The study suggests that the impact is mediated by marketing strategy implementation success.