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Abstract

This research analyzes the Brazilian beef image in Europe from three different perspectives: consumers, importers and exporters by means of quantitative and qualitative methods. The main hypothesis tested whether consumer perceptions concerning the quality of Brazilian beef in Europe is dependent on the country’s image. It was found that the image of Brazilian beef is considered positive overseas, but it would benefit from greater advertising in Europe and improved outlet infrastructure. Therefore, one important action to be taken in order to improve the Brazilian beef image overseas concerns communication and logistic strategies.

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