Efeito country of origin na perceção de qualidade
: caso da marca de azeite Andorinha

  • Carolina Osório de Albuquerque Côrte-Real de Magalhães (Student)

Student thesis: Master's Thesis

Abstract

The current report focuses on the Brazilian olive oil brand, Andorinha, and intends toinvestigate how the effect of Country of Origin, which designates the impact of origin onbrand positioning, strategy, and communication, can reflect a quality perception in itsconsumers.Contextually, the development of the olive oil sector in Brazil prompted the entry ofSovena in this market along with the brand Andorinha. Brazilian consumers, with littleknowledge and shrouded in social constructions that constrain and discredit theconsumption of olive oil, look for qualitative information about the product in theextrinsic attributes of the brand. Andorinha's marketing management team took advantageof the origin theme, inherent to the production process of this oil, to build the brand'sstrategic matrix. The origin, as an informative clue, raises the creation of subjectiveperceptions that depend on the social, cultural, economic, and individual systemsin whichthe consumer is included.As part of the Curricular Internship at the Portuguese company Sovena, a Case Study wasdeveloped. To cover the previous dynamics, an analysis of the interaction between consumer-brand was followed, with the purpose of deeply investigating an individual unit, Andorinha, through the contours of consumption in the Brazilian olive oil market. The investigation allowed clarifying the importance of companies working holisticallyand circumstantially the Country-of-Origin effect, and above all, opportune to reveal theurgency of the literature to deepen and systematize the contributions on the subject
Date of Award3 Dec 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Ganito (Supervisor)

Keywords

  • Country of origin
  • Brand
  • Quality perception
  • Andorinha olive oil
  • Brazil

Designation

  • Mestrado em Ciências da Comunicação

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