Document Type



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.