Work

Brand Equity in Agribusiness: Brazilian Consumer Perceptions of Pork Products

Year: 2018

Type: article

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.

Source: Revista de Administração de Empresas

DOI: 10.1590/s0034-759020180403

Authors: RICARDO OSÓRIO DE OLIVEIRA, EDUARDO EUGÊNIO SPERS

Institution: Escola Superior de Propaganda e Marketing

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W2891594433

FWCI: 2.683

Cites: 48

Cited by: 28

Related to: 10