Personal details
Academic Background
PhD in Business Sciences, Specialization in Marketing and Strategy - Faculty of Economics, University of Porto
Master's Degree in Finance - Universidade Portucalense Infante D. Henrique
Degree in Business Management - Universidade Portucalense Infante D. Henrique
Research Area
Marketing
Brand Management
Marketing Communication
Publications (most relevant)
Scientific Journals
Brandão, A. & Barbedo, H. (2022). Going (in)conspicuous: antecedents and moderators of luxury consumption. Journal of Marketing Analytics, ahead-of-print.
Brandão, A. & Popoli, P. (2022). ¿I¿m hatin¿ it¿! Negative consumer¿brand relationships in online anti-brand communities. European Journal of Marketing, ahead-of-print. DOI: 10.1108/EJM-03-2020-0214.
Brandão, A. & Costa, A. (2021). Extending the theory of planned behavior to understand the effects of barriers towards sustainable fashion consumption. European Business Review, ahead-of-print. DOI: 10.1108/EBR-11-2020-0306.
Carvalho, L., Brandão, A. & Pinto, L. (2021). Understanding the importance of eWOM on Higher Education Institutions' brand equity. Journal of Marketing for Higher Education, 31(2), 261-279. DOI: 10.1080/08841241.2020.1788196.
Rodrigues, C., Brandão, A. & Rodrigues, P. (2021). I can¿t stop hating you: an anti-brand- community perspective on apple brand hate. Journal of Product and Brand Management, 30(8), 1115-1133. DOI: 10.1108/JPBM-10-2019-2621.
Brandão, A., Ramos, S. & Gadekar, M. (2021). Artist jewelry designer entrepreneurship: does it only glitters or is it also gold? Journal of Research in Marketing and Entrepreunership, 23(2), 251-267. DOI: DOI: 10.1108/JRME-03-2020-0031.
Miranda, Y., Filho, M., Pedroso, C., Silva, V., Sarmento, J., Biscaia, R. & Brandão, A. (2021). O valor das marcas das equipes esportivas profissionais na perspectiva do consumidor: uma revisão integrativa. Movimento, 27 (27039), 1-20.
DOI: 10.22456/1982-8918.104762.
Rodrigues, C. & Brandão, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth: a cross-country study of IKEA brand. The International Review of Retail, Distribution and Consumer Research, 31(1), 78-105. DOI:10.1080/09593969.2020.1768577.
Brandão, A. & Gadekar, M. (2020). Digital Brand Management in International Contexts: Case study of E-Marketplace Digital Marketing Firm. In 2020 Global Marketing Conference Proceedings. Seoul, Republic of Korea (pp.1297-1300). DOI: 10.15444/GMC2020.09.07.03.
Brandão, A. & Gadekar, M. (2020). Examining Brand Love¿s Moderating Effect on Brand Hate Antecedents and Outcomes. In 2020 Global Marketing Conference Proceedings. Seoul, Republic of Korea.
Gadekar, M. & Brandão, A. (2020). Does Price Unfairness Perception will still ensure Purchase Intention? Mediation of Consumer Brand Identification and Brand Trust. In 2020 Global Marketing Conference Proceedings. Seoul, Republic of Korea (pp.1583-1586). DOI: 10.15444/GMC2020.11.05.21.
Torres, I., Rodrigues, P., Ferreira, P. & Brandão, A. (2020). Health and Well-being in Higher Education Teachers ¿ an Exploratory Study. In 33rd EBES Eurasian Business & Economics Society. Madrid. Springer Proceedings Book In progress.
Brandão, A, Dourado, P. & Palma Martos, L. (2020). See Now_ Buy Now: A Passport to Fashion Brand Equity. In GEBA 2020 International Conference. Romenia.
Brandão, A. & Popoli, P. (2020). Who does Join the Anti-Brand Communities on the Internet? In 13th Annual Conference of the EuroMed Academy of Business Proceedings (pp.1030-1032). ISBN: 978-9963-711-89-5.
Brandão, A, Ataíde, A., Campos, P. & Loureiro, S. (2018). Luxury on Omni-channel Retail: a Literature Review Approach. In 11th Annual Conference of the EuroMed Academy of Business Proceedings. ISBN: 978-9963-711-67-3. Valletta, Malta.
Brandão, A., Baptista C. & Santos, L.D. (2018). The Impact of Perceived Justice on Complaint Process: and so what? In 11th Annual Conference of the EuroMed Academy of Business Proceedings. ISBN: 978-9963-711-67-3. Valletta, Malta.
Brandão, A., Peyroteo, P. & Rodrigues, P. (2018). Building an Emotional Relationship with the Consumer: Antecedents and Outcomes of Brand Love. In 11th Annual Conference of the EuroMed Academy of Business Proceedings. ISBN: 978-9963-711-67-3. Valletta, Malta.
Brandão, A. & Gadekar, M. A Framework for Engaging Customers in Foreign Market (2018). In11th Annual Conference of the EuroMed Academy of Business Proceedings. ISBN: 978-9963-711-67-3. Valletta, Malta.
Brandão, A., Durães, T. & Novais, R. (2018). Peeble in the Shoe? Content Marketing Made in Portugal¿. In 11th Annual Conference of the EuroMed Academy of Business Proceedings. ISBN: 978-9963-711-67-3. Valletta, Malta.
Brandão, A, Figueiredo, M. & Gadekar, M. (2018). Examining the antecedents of tweens¿ brand preference for mobile network choice decisions. In Global Marketing Conference. Tokyo.
Professional Experience
Lecturer at ISAG since 2022.
Assistant Professor at the Faculty of Sciences of the University of Porto in the Wine Communication and New Marketing Tools module, International Master on Wine Tourism Innovation, since 2020.
Director of the Master's in Service Management, Faculty of Economics, University of Porto, since 2019.
Director of the Postgraduate Program and senior consultant, Porto Business School (PBS), since 2006.
Assistant Professor and Senior Consultant at the Faculty of Economics, University of Porto, in undergraduate, master's and doctoral courses, in the areas of Brand Management and Marketing Communication, since 2004.
Assistant Professor at the Faculty of Arts and Humanities of the University of Porto in the undergraduate Marketing, Communication Strategy and Corporate Communication courses since 2008.
Guest Lecturer and Reviewer, National Research University- Higher School of Economics, St. Petersburg, Russia, Master's Degree in Management and Analysis for Business, since 2018.