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The association between merchants and customers is much more complex nowadays as a result of high customers' expectations. Hence, more companies are focusing on establishing consumer dialog and participation as a powerful means of establishing firm performance. To address the issue, this research aims to develop and test a version to scrutinize the effect of customer involvement on brand equity among SMEs. This study employed the theory by Thibaut & Kelley on social exchange to explain thedoi:10.15405/epsbs.2020.10.33 fatcat:mg72a2ztq5dbbkfu4bz7yioixq