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Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels

2016; Volume: 13; Issue: 1 Linguagem: Inglês

10.15728/bbr.2016.13.1.4

1808-2386

José Sarto Freire Castelo, José António Sarsfield Cabral, Arnaldo Coelho,

Consumer Packaging Perceptions and Trends

This paper evaluates the relationship between the marketing mix elements and the creation of brand equity based on a conceptual framework defined from the state of the art marketing literature. The study is based on individual perceptions of 603 buyers who had the experience in the context of an assisted “top of mind” of six brands of food processors versus the private label of a supermarket in the city of Fortaleza - Ceará. The results of the hypotheses tests, with the application of the structural equation modeling, show that the marketing mix elements relate differently to the dimensions that antecedents brand equity, and that the perceived quality and brand association dimensions are similar in the formation of brand equity of manufacturers and supermarket’s food brands.