Apresentação Pessoal
Formação Académica
Doutoramento em Ciências Empresariais, Especialização em Marketing e Estratégia - Faculdade de Economia da Universidade do Porto
Mestre em Finanças - Universidade Portucalense Infante D. Henrique
Licenciatura em Gestão de Empresas - Universidade Portucalense Infante D. Henrique
Área de Investigação
Marketing
Gestão da Marca
Comunicação de Marketing
Publicações (mais relevantes)
Revistas Científicas
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.
Experiência Profissional
Docentes no ISAG, desde 2022.
Professora Auxiliar da Faculdade de Ciências da Universidade do Porto no módulo Wine Communication and New Marketing Tools, International Master on Wine Tourism Innovation, desde 2020.
Diretora do Mestrado em Gestão de Serviços, Faculdade de Economia, Universidade do Porto, desde 2019.
Diretora do Programa de Pós-Graduação e consultor sénior, Porto Business School (PBS), desde 2006.
Professora Auxiliar e Consultor Sénior da Faculdade de Economia da Universidade do Porto, em cursos de licenciatura, mestrado e doutoramento, nas áreas de Gestão de Marcas e Comunicação de Marketing, desde 2004.
Professora Auxiliar da Faculdade de Letras da Universidade do Porto nos cursos de licenciatura, Marketing, Estratégia de Comunicação e Comunicação Empresarial, desde 2008.
Conferencista e Revisor Convidado, National Research University- Higher School of Economics, São Petersburgo, Rússia, Mestrado em Gestão e Análise para Negócios, desde 2018.