Brand equity no agronegócio: Percepção do consumidor brasileiro de carne suína

Ricardo Osório de Oliveira and Eduardo Spers ()

RAE - Revista de Administração de Empresas, 2018, vol. 58, issue 4

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.

Date: 2018
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