SYSTEMATIC REVIEW OF THE AGRIBUSINESS BRANDING LITERATURE: GATHERING THE RELEVANT GUIDELINES
SYSTEMATIC REVIEW OF THE AGRIBUSINESS BRANDING LITERATURE: GATHERING THE RELEVANT GUIDELINES

Author(s): Horațiu Oliviu Buzgău, Smaranda Adina Cosma
Subject(s): Business Economy / Management, Agriculture
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: agribusiness branding systematic review; agribusiness brand value; agribusiness brand equity; agribusiness brand trust; agribusiness brand loyalty;
Summary/Abstract: Brands are viewed as strong weapons that enable change during this time, possibly more so than ever before. Through them, businesses can reach clients all over the world, and these customers share the business philosophies and public perceptions of economic players. As a result, a brand's success required a substantial base of devoted customers with the ability to shape their way of life. Agribusiness branding is the process of giving a firm or product in the agriculture sector a distinctive character. Branding serves two purposes: to set items or businesses apart from the competition and to foster a favourable image of the latter in the eyes of customers. Branding is crucial in the agribusiness because it enhance consumer loyalty and trust. An overview of the scientific studies that addressed the numerous elements or aspects of the brand in agriculture is what this research intends to do. The PRISMA 2020 declaration is adhered to in the current study's systematic reviews and meta-analysis of brand value, brand equity, brand trust, and brand loyalty examined in studies focused on branding agriculture in the previous 12 years. Although there are more papers on branding in agriculture, comprehensive evaluations of contemporary results and methods are lacking in the literature. Researchers pay close attention to brand value and trust as well as their interactions. Customer loyalty is seen as a key motivator for prosperous agricultural firms. The study offers information that is useful to both academics and business.

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