This research is to investigate the role of Consumer-Brand Relationships (CBR) as a competitive advantage for sustainable SMEs. In particular, the role of CBR as a competitive advantage will be examined in the context of sustainable SMEs brand equity and perceptions of SMEs’ social media brand effort activities on platforms such as Facebook, Instagram, and Twitter. This research employed the quantitative research design that covers Peninsular Malaysia, concerning on cross sectional study using electronic survey meth-od. The unit analysis used in this study comprises the SME’s consumers who had been exposed to the SME’s brands of food & beverages as well as the social media marketing activities used by SME companies for promoting and selling their brands. Despite the wide distribution (500 questionnaires), only 300 respondents managed to complete the questionnaires, with a 60 percent response rate. Further, the Smart Partial Least Squares (PLS) soft-ware is used for hypotheses testing. The findings indicated CBR provided significant effect on sustainable SMEs brand equity and perception on social media brand efforts. This study revealed the importance of CBR as competitive advantage strategy which cannot be avoided among SMEs. In fact, the CBR theory is discussed as well in relation to its expansion. Besides, the importance of CBR toward its role in SMEs context is explained, which adds to the growing bodies of literatures on this topic.