The Glance of an Observer on the War of Brands of Food Products

Authors

Carlos Alberto Gonçalves, Business Department, Federal University of Minas Gerais, Belo Horizonte, BrazilFollow
Daniela Ferro de Oliveira, Business Department, Federal University of Minas Gerais, Belo Horizonte, BrazilFollow
Renata Fabiana Ferreira, Statistics Department, Federal University of Minas Gerais, Belo Horizonte, BrazilFollow
Karina A. Pereira Garcia Coleta, Business Department, Federal University of Minas Gerais, Belo Horizonte, BrazilFollow

Document Type

Article

Abstract

The present work proposes a model to compare means of many constructs that evaluate competitiveness of brands of the Brazilian chilled and frozen food industry. Such a model is based on a nomological network, which was built over the concepts pointed by [4] [13] [8], and [7] by the NUME – Marketing and Strategy Research Center of the Federal University of Minas Gerais - research group. Besides the validation of the new research instrument for gauging and generalization, it will be made an evaluation of brands - the ones well-positioned at the market - using the comparison of the indexes and averages of the nomological chain built for the companies, in relation to the following concepts: Tangibility (perception of packings, flavors and smells); Reliability in the Brand; Satisfaction; Loyalty; Image of the Brand; Perceived Value and Functional Conflict.

Recommended Citation

Gonçalves, Carlos Alberto; de Oliveira, Daniela Ferro; Ferreira, Renata Fabiana; and Coleta, Karina A. Pereira Garcia, "The Glance of an Observer on the War of Brands of Food Products" (2004). ICEB 2004 Proceedings (Beijing, China). 65.
https://aisel.aisnet.org/iceb2004/65