Brand equity in agribusiness: Brazilian consumer perceptions of pork products

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Ricardo Osório de Oliveira
Eduardo Eugênio Spers

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 the 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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How to Cite
OLIVEIRA, R. O. de; SPERS, E. E. Brand equity in agribusiness: Brazilian consumer perceptions of pork products. RAE - Revista de Administracao de Empresas , [S. l.], v. 58, n. 4, p. 365–379, 2018. DOI: 10.1590/S0034-759020180403. Disponível em: https://periodicos.fgv.br/rae/article/view/75321. Acesso em: 23 may. 2024.
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