Articlediamond2018

BRAND EQUITY IN AGRIBUSINESS: BRAZILIAN CONSUMER PERCEPTIONS OF PORK PRODUCTS

Ricardo Osório de Oliveira · Eduardo Eugênio Spers

28 citations0/0 files storedRevista de Administração de Empresas

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Consumer Behavior in Brand Consumption and Identification Agriculture and Agroindustry Studies Organic Food and Agriculture

Abstract

ABSTRACT Even sectors that usually offer similar products, such as agribusiness, can develop brand strategies that are potentially capable of promoting a greater perceived value in the eyes of consumers. This paper discusses how the origin of product, perceptions, and attitudes of Brazilian high-income consumers concerning food production processes, and brand equity assigned by consumers to certification processes affect the formation of brand equity in agricultural commodities.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1990Structural Model Evaluation and Modification: An Interval Estimation Approach 1993Market Orientation: Antecedents and Consequences 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1977Marketing Research: Methodological Foundations 1996Measuring Brand Equity Across Products and Markets 2000An Examination of Selected Marketing Mix Elements and Brand Equity

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