BRAND GRAVITY-RESONANCE CAPABILITY ON BRAND LOVE: A RESOURCE- ADVANTAGE THEORY PERSPECTIVE

This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. The SEM-PLS technique analyzes data with a path mediated by brand gravity-resonance capability on brand love. The results showed that brand gravity-resonance capability successfully mediated the brand experience relationship in brand love and the direct connection of brand experience in the past, and brand gravityresonance capability in brand love managed to increase the sense of brand love. The practical implications of the novelty of this variable provide improvements to MSME managers or businesses to resonate the value of digital aggressiveness, configure science, integrate customer systems, and be oriented towards the creation of new markets. Conceptual implications contribute as new conceptual models that can bridge negative experiences to result in a dynamic and competitive comparative advantage in the market.


INTRODUCTION
Successful brand-building experience in brand management is an essential key to creating brand competencies for micro, small and medium enterprises (MSMEs) (Atandi, 2021;Tewary & Mehta, 2021). Faster business dynamics require the actualization of different brand imagery. The difficulty of maintaining a positive brand experience in the past becomes a necessary urgency of current and future business competition. The complexity of brand relationship quality experience issues (Francisco-Maffezzolli et al., 2014;Ramaseshan & Stein, 2014;Severi & Ling, 2013), brand trust (Menidjel et al., 2017;Polat & Çetinsöz, 2021;Villagra et al., 2021), sensory brand (Iglesias et al., 2019) and convenience brand (Brunetti et al., 2019;Vikaliana et al., 2021) became an essential focus of how consumers continue to love the brand of MSMEs products. Business brand competition globally becomes an obstacle to an individual's love of a brand. Consumer buying intentions can be an initial measure of desire to use the brand, but it cannot guarantee consumers forever love the brand. Then businesses need to trace the brand experience to build a long-term brand love relationship.
In the clothing retail business, the moderate role of brand love can increase the influence of retail experience brand communication (Ferreira et al., 2019;Valta & Vianelli, 2019). In a previous research study conducted in Malaysia by Nikhashemi et al., (2019), the dimension of affective brand experience positively impacted customers. In line with Safeer et al., (2020) research in brand experience has sensory, affective, behavioural and intellectual components. There were positive results from hierarchical analysis in Zhang, (2019) in testing the effects of sensory, emotional and social experiences on brand love. The passionate, emotional attachment to Gen Z consumers in India shows great emotional sensitivity when buying fashion clothing brands, intensifying their social image (Joshi & Garg, 2021). From empirical research in the field of tourism, an extraordinarily positive sensory experience effectively facilitates the brand image of the destination (Lv & Wu, 2021). In another study taken in 13 Asian countries, according to Safeer et al., (2020), sensory and affective experiences directly impact brand love, while intellectual and behavioural experiences have an insignificant effect on brand love.
In this study, the individual attitude to brand love was stimulant from a sense of brand experience in the past. Brand excellence in the past was due to the emergence of values or subjects influenced by feelings and emotions. Conversely, brand negativity will lead to negative brand relationships from brand anxiety through brand hatred (Japutra et al., 2021). Other researchers first discussed the relationship between brand experience on brand love. However, there are still inconsistencies in the concept of the model. Safeer et al., (2020), from the results of their research, there is a negative relationship between brand experience on brand love. However, it is not in line with existing literature-related studies that the brand experience is an essential positive element to influence customer-brand love (Bıçakcıoğlu et al., 2018;C. C. Huang, 2017;Sarkar & Sreejesh, 2014). Negative emotions from the brand experience positively and indirectly impact brand love (P. Rodrigues & Pinto Borges, 2021). Conversely, expressive brands of this form of advertising investment build and amplify the emotions of brand love (Nguyen & Feng, 2021;Platania et al., 2019). Therefore, these inconsistencies are expected to be mediated with brand gravity-resonance capability.
Businesses in the brand competition are faced with the ability to implement and modify brand strategies. The primary dimension in the knowledge to resonant brand attractiveness becomes the primary goal of achieving competitive advantage in line with the resource-advantage theory of competition in premises 1 and 8 (Hunt, 2017). Determining the premise in the brand's superiority is the importance of anticipatory actions of choice, and consumer tastes towards a class of products are very heterogeneous. In addition, creating and choosing the best strategy in premise 8 is the search for comparative advantage over resources is a strong reason why companies use existing resources efficiently and strive to create new resources.
Resource-Advantage theory becomes a perspective for answering solutions. Conceptual solutions from brand gravityresonance capability come from the results of synthesis that shape the proposition of the concept of innovation resonance capability (Hiong et al., 2020) and brand gravity performance (Rajagopal, 2009). The concept synthesis results produce a proposition that contributes to bridging the optimization of brand experience (BE) relationships on brand love (BL). High brand gravity-resonance capability (B-GRC) is produced from 3 dimensions: integrated selling costumer, digital aggressiveness involvement, and new market segmentation preferential. The positive correlation of one of the B-GRC indicators in BL is that the higher the participation of digital aggressiveness, the higher it becomes a superior brand. B-GRC is, therefore, an effort to echo the brand gravity of products/services that emphasizes the power of brand attractiveness that is integrated, has influence and prioritizes new markets.
The context of the study was conducted on MSMEs in Central Java. The choice of the context of this study is based on the heterogeneity of local brands that grow dynamically. In addition, java island becomes one of the business centers of MSMEs from migrants who become competitors to local brands. So this study is interested in being discussed because previous researchers are still bridging the consistency of brand experience relationships in brand love with brand authenticity (Safeer et al., 2020), brand loyalty (Bıçakcıoğlu et al., 2018) and brand prestige (Syed Hasnain Alam Kazmi; Muhammad Khalique, 2019). So there are limitations of the study of how concrete efforts of business competition to excel with high brand gravity-resonance capability can be achieved when balanced with the increasing brand experience. Therefore, this research is intense to discuss brand gravity-resonance capability because it can increase brand love. This study aims to explore previous findings by bridging inconsistencies through the design of new model concepts. .

LITERATURE REVIEW Brand Gravity-Resonance Capability in the Framework of Resource-Advantage Theory
The current successful brand in the competitive market is built on experience (Biedenbach & Marell, 2010;Wang et al., 2018;H. Zhang et al., 2015). This is in line with Resource-Advantage Theory (Hunt & Morgan, 1995). The theory focuses on the efficiency and effectiveness of organizations in creating, discovering, assessing, and exploiting heterogeneous resources to make market offerings and create competitive advantages (Grimmer et al., 2015). The first premise in this theory is explained if the demand is heterogeneous and dynamic because the needs of consumers ranging from products including a variety of features in it. It is also explained further on the premise that management in a business organization has a significant contribution to business success. One can get helpful information from the market and turn it into a new strategy that gives a competitive advantage.
The concept of gravity is based on newton physics. In social sciences, gravitational models are applied in the model of human interaction (Haynes, 1984), in the field of economics for international trade affairs (Bergstrand, 1989;Oguledo & MacPhee, 1994) in marketing such as competitive product studies (Rajagopal, 2009) and brand promotion (Du, 2021) while on the resonance aspect (Hiong et al., 2020). A pleasant experience on a product will encourage consumers to be happy even in a state of satisfaction and love. But not infrequently, this can be inversely proportional in reality. The concept of brand gravity-resonance capability is built on inconsistencies in past research on brand experience on brand love (Bıçakcıoğlu et al., 2018). With dimensions namely Integrated customer management system, Digital aggressiveness involvement, newmarket segmentation preferential and configure new knowledge and experience allegedly able to answer gap research in previous research.

Brand Experience and Brand Gravity-Resonance Capability
Consumer interaction relates to their shopping experience (Morgan- Thomas & Veloutsou, 2013;van der Westhuizen, 2018). This good service will also encourage consumers to be emotionally loyal to perceived products and services (A. Khan et al., 2020;Liu et al., 2020). This good service will also encourage consumers to be emotionally loyal to perceived products and services (T. L. Huang & Liu, 2021;Mostafa & Kasamani, 2021). So it is crucial to building a good experience between brand suppliers and consumers, which will create an attraction always to make repurchases of the desired goods or services. Then it is relevant if the author submits the following hypothesis: H1: Brand Experience Positively Affects Brand Gravity-Resonance Capability

Brand Gravity-Resonance Capability and Brand Love
Brands will be successful in the market if associated with consumers. This is because each consumer evaluates each product and service used. Purchasing behaviour is driven by the principle of proximity, participation and consumption. Some of these things become essential factors in building brand gravity in the market (Rajagopal, 2009). This relationship between manufacturers and consumers shows the appeal between individuals and brands to trigger long-term relationships (Huber et al., 2010). If there is a negative effect, then it will lower the image of even the boycott will be brand. The adverse effects of brand mistakes depend on consumer characteristics such as cultural value, consumer idealism. In addition, the perceived gravity of bad behaviour affects the intensity of negative responses (Klein et al., 2004). The study Carroll & Ahuvia, (2006) explained if one of the characteristics of love for the brand is a positive valuation of the brand and a declaration of love for the brand. So it is crucial to keep the brand attractive to create positive emotions towards the brand. Therefore this study compiled the hypothesis: H2: Brand Gravity-Resonance Capability Positively Affects Brand Love

Brand Experience and Brand Love
Marketing experience is an essential component of brand management and the development of customer relationships with brands. Driven by growth and competition between brands, customers are increasingly focused on the benefits of the experience provided by certain brands to develop brand love relationships. Some literature studies explain this where there is a positive relationship between brand experience on brand love (Khamwon & Masri, 2020; A. Khan et al., 2020), but these findings are not in line with Safeer et al., (2020)  The study of brand experience towards brand love has led marketing scientists to explore the relationship between the two more deeply. Considering the inconsistency of previous findings of the brand experience of brand love, we include the mediation of brand gravityresonance capability as a stepping stone to improve brand love. Therefore brand gravity-resonance capability is designed as a mediation variable. Brand appeal is driven by the number of relevant brand associations generated by brand exposure. The more relevant the association is inflicted, the greater the gravity of the resulting brand (McDonald, 2015). Brand appeal to consumers depends not only on the distance of the brand from the ideal point of the consumer but also on the size of the current brand market and the pattern and volume of consumer purchases (DeSarbo et al., 2002). With the dimensions of B-GRC, namely integrated customer management system, digital aggressiveness involvement, new market segmentation preferential and configured new knowledge and experience, the effect of echoing the brand's attractiveness is expected to be a bridge to overcome inconsistencies of the incident and love of the brand. Thus the hypotheses that are built are: H4: Brand Experience Positively Affects Brand Love mediated by Brand gravity-resonance capability.

RESEARCH METHODS Sample
This study aims to identify inconsistency in the relationship between brand experience on brand love with brand gravity-resonance capability as a mediator. Respondent data was collected from 499 small and medium business sectors through questionnaires and interviews. Questionnaires are distributed to businesses MSMEs located on the island of Java for four months, namely from Januari to May 2021. SEM-PLS line analysis is used to investigate mediation contributions from brand gravity-resonance capability. The findings of the study successfully bridge the inconsistent relationship of brand experience to brand love. The implications of the ability to resonance with the appeal of a brand trigger a high love of the brand.
The number of samples obtained (499 samples) is considered more than enough for research methods using PLS-SEM (Joe F Hair et al., 2012;Kock & Hadaya, 2018).

Variabel Measurement
Variable measurement items are adapted from previous research with modifications in adjusting to research objectives. All variables are measured using a five-point Likert scale. Research variables and their measurement indicators can be seen in Table 2.

Data Analysis
The research model was tested using the SEM-PLS (Partial Least Square) structural equation-technique model with smart PLS 3.0 software. SEM-PLS techniques can work effectively on small sample sizes with complex models. Also, SEM Techniques can test the effects of mediation simultaneously (Tabachnick & Fidell, 2012). Model testing on SEM-PLS is conducted in two stages: testing the measurement model (outer model) and structural model (inner model).   (Saura, 2021), (Bissell, 2020), (Met et al., 2020) Source: Data processed, 2021

RESULT AND DISCUSSION Measurement Model (Outer Model)
Measurement model testing consists of a test of the validity and reliability of the construct. The validity test consists of convergent validity and discriminant validity. The validity of convergence is used to assess the correlation between two sizes of the same concept. The loading factor value calculates the measurement of convergent validity of the reflective construct and the Average Variance Extracted (AVE) value which is the sum of squared standardized factors divided by the number of measurement items. The validity of convergence requires a loading factor value of 0.7, and the AVE value must be higher than 0.5 (J. F Hair, 2014). While the validity of the discriminant is measured by comparing the AVE value of both constructs with the square of the correlation between the two constructs tested. Discriminant validity is an assessment of how different a construct is from another. According to the (Fornell & Larcker, 1981) criteria, the square root of each construct's AVE value must be higher than the correlation value between constructs in a model. Reliability testing loading rules meet composite reliability criteria, and Cronbach's alpha is higher than 0.7, where 0.6 is still acceptable (J. F Hair, 2014).
The structural model in Figure 2 explains the direct influence between research variables. Brand experience has a more significant effect on Brand Gravity-Resonance Capability of 0.738 than brand experience with Brand Love of 0.325. Meanwhile, brand gravity resonance capability against brand love 0.627. Brand experience is one of the critical factors in improving brand gravity resonance capability and brand love. Evaluation of the model can be received with a loading factor value of 0.7 where the importance of 0.6 is still accepted, and the AVE value is 0.50 (J. F Hair, 2014).

Convergent Validity
For variable reliability testing, we tested Cronbach's alpha coefficient to measure the reliability of each core variable in the measurement model. The results showed that all of Cronbach's alpha coefficients ranged from 0.817 to 0.823 higher than the mentioned value of 0.7 (Bagozzi & Yi, 1988;Fornell & Larcker, 1981). In addition, to test the consistency of variable reliability, all-composite reliability index values ranged from 0.883 to 0.979 higher than 0.7 (Kline, 2015), which reasonably indicates that construct reliability was met, as shown in Table 3. Therefore, Cronbach's alpha and the composite reliability achieved for all variables is considered consistent and adequate to inform those variables to be error-free.
From the test results in Table 3 it can be known that the value of Composite Reliability (CR) greater than 0.7 is measured by construct reliability index (CRI) ≥ 0.70 (J. F. Hair et al., 2010). The results are brand experience (X) 0.979, brand love (Y) 0.883 and brand gravityresonance (Z) 0.883 until it can be concluded that the data is reliable. The average measurement of extracted variance (AVE) resulted in brand experience (0.645), brand love (0.655) and brand gravity-resonance capability (0.655). All AVE criteria are above the cut-off value of 0.50 indicating that the validity of the instrument used for this study has been accepted.
The Table 3 shows the value of R square brand experience influence of 54.5%. That is, brand gravity resonance capability can be explained by brand experience. Other unscrutinized variables explained the remaining 45.5%. R square influence of brand experience and brand gravity resonance capability on brand love (Y) by 62.7%, the remaining 37.3% is explained by other variables that were not studied.

Discriminant Validity
Based on the Table 4, the brand experience variable (0.803) is higher correlated than the brand love variable (0.710) and brand gravity resonance capability (0.738), as is the brand love variable (0.809) connected higher than brand love (0.710) and brand gravity resonance capability (0.761). The brand gravity resonance capability variable (0.809) correlated higher than brand love (0.761) and brand experience (0.738). So it can be concluded that the model already has good discriminant validity.

Hypothesis Testing
The brand gravity resonance capability variable is chosen as mediation between brand experience and brand love. This is done to fill the research gap on brand experience and brand love influence that needs to be explored. This research needs to test the mediation function of brand gravity resonance capability as a new variable concept. Test results showed the effect of brand experience on brands that changed higher (β = 0.325 rose to β = 0.385) and significantly with a probability value below 0.01 (t = 5.567), indicating a partial mediation effect on brand experience. These results align with the findings of brand experience research having a significant positive impact on customer experience value and brand resonance (Sharma & Jasrotia, 2016). From Table 5, the results of the first hypothesis above showed be had a positive effect on BGRC, the second hypothesis of BGRC had a positive impact on BL, the third hypothesis of BE had a positive impact on BL. The fourth hypothesis proves that brand gravity resonance capability contributes to enhancing brand experience in brand love.

Discussion
This study examines the brand experience of brand love through brand gravity-resonance capability. The concept of brand gravity-resonance capability was chosen to solve the gap in the influence of brand experience on inconsistent brand love. This research will increase business practitioners' understanding of improving the brand experience that contributes to a brand's love through brand gravityresonance capability. In this study, we found the brand experience has a positive relationship to brand gravity-resonance capability. Creating an attraction or stimulation to return to the brand is strongly influenced by a good experience when consumers shop (A. Khan et al., 2020;Liu et al., 2020). Experience is a collaborative process in which consumers contribute to value creation. Throughout the process, consumers have blended in with the brand, or in other words, have become part of an organization that delivers certain products and services, recognizing brand resonance thereby becoming a loyal client of the brand owner (L. Huang & Huang, 2012).
Second, our research found that brand gravity-resonance capability has a significant influence on brand love. Products will provide a more diverse experience to consumers through the development of products and services built together with vital improvements, thus contributing to improved performance & business (Prahalad & Ramaswamy, 2003). This positive bond between manufacturers and consumers shows the attractiveness between individuals and brands that will have an excellent long-term effect between the two (Huber et al., 2010). This means that the higher the brand's attractiveness, namely brand gravity-resonance capability, the brand's love can be achieved.
Third, our research confirms that the brand experience has a positive relationship to brand love. This corroborates the findings of (Khamwon & Masri, 2020; A. Khan et al., 2020;Safeer et al., 2020) that the better the brand's experience, will have a good impact on the love of the brand itself. So the brand experience is considered vital in modern marketing strategies that have a sustainable effect on consumers and can be used as the right marketing tool to maintain business sustainability (Mathew & Thomas, 2018; C. Rodrigues et al., 2018;Shamim & Mohsin Butt, 2013).
Fourth, the findings are a practical solution in this study. Namely, we found if the role of brand gravity-resonance capability mediation to brand experience over brand love is positive and significant. This means that the concept of novelty in this research, namely brand gravityresonance capability, is proven to mediate the influence of brand experience on the brand love of MSMEs in Central Java. So when integrated selling costumer, digital aggressiveness involvement and new market segmentation preferential and configure science is good, it will potentially increase the brand's love. So when the brand experience is good, it will also be good brand resonance (Jang et al., 2021). MSME actors who give an impression to good customers from the shopping experience can echo the brand gravity of the product/service that emphasizes the strength of brand attractiveness to win consumers in competitive markets. A pleasant experience arising from a quality of products and services that provide a guiding emotional impression such as positive signals used by the brain to be consistent on future choices to stay afloat and love and loyalty to a brand.

CONCLUSION AND RECOMMEN-DATION
This research aims to build a conceptual model on how to maintain a brand experience in the past that can increase brand love through the synthesis of brand-gravity resonance capability. Our proposed acceptance hypothesis provides some input in maintaining the brand's experience to stay brand love. Strengthening R-A Theory based on McBee-Black & Ha-Brookshire, (2021) experience creating clothing brands in the past and collaborating with Tommy Hilfiger brands built the advantages of the first adaptive clothing line's primary competitive resources for children. This strategic competitive resource trigger proved to be an effective tool to enhance brand gravity-resonance capability that strengthens brand love studies (Albert & Merunka, 2013;J. Khan et al., 2021;Kumar et al., 2021;Le, 2020;Shahid & Zafar, 2021). The logic behind this model that brand experience is the first step to improving capabilities echoes the brand's appeal to intangible entities that enable companies to generate valuable market offerings effectively and or efficiently. Brand gravity-resonance capability was developed to identify the search for comparative identity excellence over resources. Be a positive relationship on BL has logical implications with the higher the brand experience, the higher one's brand love on a product or service. Then, from the BE relationship in B-GRC, there is a positive relationship where the height of B-GRC can be increased while the higher the brand experience. Another thing about B-GRC relationship in BL is that the higher B-GRC, the higher the brand love will be followed. From this model, it can be assumed that B-GRC can mediate complex debate inconsistencies from previous studies on BE correlation in BL.
Acceptance of hypotheses reveals practical managerial implications, especially for MSMEs striving for better performance in competitive markets. First, a manager's experience based on the emotional bonding, affective relationships, behaviours, and actions created gives a positive resonance effect. The findings prove that the more a product echoes the appeal of more, the more a manager can further provide the value of love of his brand to the market segment of the product. But this research has limitations in making knowledge of brand love only from the consumer side. In addition, the reach of respondents in the study was only for a local scale. Researchers should further develop brand gravity resonance capability on an international scale by developing variable shopping value resonance, brand authenticity resonance in measuring brand love. The love of the product's brand for an MSME actor needs to be explored further so that past brand experiences produced in the past can undoubtedly motivate and reflect the success of the product brand creation experience in the past.