Abstract
This study has sought to identify the influence of the image of Brazil on the European consumers’ attitudes towards Brazilian beef, a phenomenon known as the country-of-origin effect. By applying a survey on four European countries (Ireland, England, Germany and France), it was found a low level of knowledge concerning Brazilian beef and also a low and positive country-of-origin effect. We have also identified that the effect is more positive when consumers have more knowledge of Brazil and more familiarity with Brazilian beef.
