https://mail.insyma.org/proceedings/files/original/articles/Prof._Dr._Ch._Whidya_Utami.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs Author #1 Christina Whidya Utami Author #2 Andrea Gideon Author #3 Rismawati Sitepu Abstract/Description This study aims to analyze the role of eco-brand resonance capability in improving the marketing performance of small and medium enterprises (SMEs) in the Indonesian handicraft industry. As consumer awareness of sustainability increases, environmentally-based marketing strategies are becoming increasingly important for companies to maintain competitiveness. This study uses a quantitative approach involving 112 SME owners in the handicraft sector. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate the relationship between eco-brand resonance capability and marketing performance.The results show that eco-brand resonance capability plays a significant role in improving marketing performance through consumer loyalty and positive perceptions of environmentally friendly brands.. The implications of this study indicate that SMEs that invest in eco-brand resonance strategies can gain sustainable competitive advantages, increase customer loyalty, and strengthen brand position in the market. Therefore, a sustainability-based approach is not only a marketing strategy but also a long-term investment in sustainable business growth andcontributes to the strategic management and sustainable marketing literature and offers a new model that combines dynamic capability and resource advantage theories. keywords a;b;c;d eco-brand resonance capability, marketing performance, handicraft SMEs, sustainability, Indonesia, dynamic capability and resource advantage. publication_date 2025/06/20 2025/06/15 pdf_url https://insyma.org/proceedings/files/articles/Prof._Dr._Ch._Whidya_Utami.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/360 firstpage 291 lastpage 297 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 49 Volume 22 authors Christina Whidya Utami, Andrea Gideon, Rismawati Sitepu Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs Creator An entity primarily responsible for making the resource Christina Whidya Utami, Andrea Gideon, Rismawati Sitepu