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   , and  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.
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.