CORPORATE BRAND IN AGRICULTURE WITH RESPECT FOR THE LIMITING FACTS OF MARKETING APPLICATION IN THE EXAMPLE OF THE REPUBLIC OF SERBIA

Abstract

Corporate branding in agriculture is becoming increasingly important. The growth of conscious consumption in agriculture is accompanied by consumer decisions to base their purchasing decisions on the acquired knowledge about the brand. The authors focused on revealing the influence of selected limiting factors, namely: fragmentation of plots, excessive supply of agricultural products, state policy, characteristics of agricultural products, their separation from consumers, as well as their overall assessment based on the application of marketing on the example of Serbia. We found that there are statistically significant differences in application of the listed factors in relation to partial and majority application of corporate brand on this basis. In addition, we determined that a model of behavior can be predicted in the case of partial application of the corporate brand, and in the case of majority application of corporate brand, such a prediction would be even stronger.

Keywords

• Corporate brand
• agriculture
• marketing
• state policies