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

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.

Keywords

• Consumer behavior
• brand
• Marketing strategy
• agricultural commodities
• pork