Joana César Machado is Ph.D. in Management with a specialization in Marketing from ISCTE‑IUL, Lisbon University Institute, with a dissertation about the Management of the Process of Change in the Name/logo in the Context of Brands’ Merger. She has a degree in Economics from the Faculty of Economics of the University of Oporto, and a Masters degree in Management of Commercial Operations from Católica Porto Business, with a dissertation about the Development of Corporate Identity, and received the prize for the best Master student.
Joana is Assistant Professor at Católica Porto Business School since 1997, where she teaches and researches in the fields of Marketing, Brand Management and Consumer Behaviour.
She is Associate Dean for Global Education at Católica Porto Business School, researcher at CEGE, a FCT‑funded research center, and at CEGEA (the applied research center of Católica Porto Business School).
She is also the chair of the scientific committee of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group and a member of the Editorial Review Board of Journal of Product & Brand Management.
She has published her research in several international scientific journals and books and participates regularly at international conferences.