Systematic Reviews and Meta-Analysis of Brand Value, Brand Equity, Brand Trust, and Brand Loyalty in Agribusiness

The purpose of branding is to differentiate products or companies from their competitors and to create a positive perception of the product or company in the minds of the consumers. In agribusiness, branding is important because it helps to build trust and loyalty with customers. This research aims to provide an overview of the scientific studies that addressed various components or dimensions of the brand in agribusiness. The PRISMA 2020 statement is followed in the present research for systematic reviews and meta-analysis of brand value, brand equity, brand trust, and brand loyalty studied in articles dedicated to branding agribusiness in the last 12 years. The research reveals that the main factors that determine the value of a brand in agribusiness are customer satisfaction, vertical/horizontal integration, transparency, and association with local products; the equity of a brand in agribusiness is affected by the brand labeling process, place of origin, quality certificates/standards, the financial performance of the brand, age of the brand in the market, and brand familiarity; the brand trust in agribusiness is determined by the private label/manufacturer’s brand, local/regional/national brand, availability to pay, type of labeling, and the implications of the word-of-mouth, and the determinants of the brand loyalty are emotional customer involvement, proximity, brand awareness, and recognition of the manufacturer’s involvement in maintaining standards. The study provides relevant information for both academia and industry.