<![CDATA[This study examines the relationships among Market Sensing Capability (MSC), Business Network (BN), Eco-Brand Resonance Capability (EBRC), and Marketing Performance (MP) among handicraft SMEs in Indonesia and Thailand. The study addresses a research gap concerning how market-oriented and relational capabilities contribute to sustainability-oriented brand resonance in the handicraft SME context. A quantitative cross-sectional design was used with 398 handicraft SME managers, comprising 264 respondents from Indonesia and 134 from Thailand. The structural model was estimated using Partial Least Squares Structural Equation Modeling (PLS-SEM), consistent with the reported measurement and structural outputs. The results indicate significant positive relationships from MSC to EBRC (? = 0.535, p < 0.001), BN to EBRC (? = 0.290, p < 0.001), BN to MP (? = 0.605, p < 0.001), and EBRC to MP (? = 0.190, p < 0.001). The reported R² for MP is 0.973. However, the reported Cronbach's alpha and rho_A values for MSC, EBRC, and BN are low; therefore, the measurement model requires further item-level verification and the structural findings are interpreted cautiously. Because measurement invariance and formal multi-group analysis were not reported, the study does not claim statistically established differences between Indonesia and Thailand. The study contributes a capability-based framework linking market sensing, relational resources, eco-brand resonance, and marketing performance.]]>
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