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

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  • Oliveira, Ricardo Osório de
  • Spers, Eduardo Eugênio

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.

Suggested Citation

  • Oliveira, Ricardo Osório de & Spers, Eduardo Eugênio, 2018. "Brand equity no agronegócio: Percepção do consumidor brasileiro de carne suína," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 58(4), August.
    • Handle: RePEc:fgv:eaerae:v:58:y:2018:i:4:a:75321
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