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BRAND EQUITY IN AGRIBUSINESS: BRAZILIAN CONSUMER PERCEPTIONS OF PORK PRODUCTS

2018; FUNDAÇÃO GETÚLIO VARGAS; Volume: 58; Issue: 4 Linguagem: Inglês

10.1590/s0034-759020180403

2178-938X

Ricardo Osório de Oliveira, Eduardo Eugênio Spers,

Wine Industry and Tourism

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.