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The purpose of this study is to examine the predictive effect of value-co creation, and service innovation on SME's brand equity in Malaysia. 529 questionnaires were collected via judgemental sampling from customers who patronizing SMEs involved in Food and Beverages (F & B) services. The findings show that the impact of value co-creation on SME's brand equity is positive. Moreover, the retailer's perceived service innovation is positively related to SME's brand equity. This study providesdoi:10.47277/jett/9(1)71 fatcat:zyfsml235jclhhb4tlvos62lye