Abstract:Brand equity on products such fruits and vegetables is a topic that has not yet been extensively studied as they are often perceived by consumers as a low value added and thus very sensitive to price competition. A revision of this value proposition is very relevant nowadays as there are more fruits and vegetables new brands that are coming and entering the market. The aim of this study is to validate the brand equity scale for fruits and vegetables and to configure whether any of the brand value dimensions ar… Show more
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