Joana Pinto Leite César Machado

Professor Auxiliar

Joana Pinto Leite César Machado

Professor Auxiliar

Generic Bio

Joana César Machado é doutorada em Gestão com especialização em Marketing pelo ISCTE‑IUL, Instituto Universitário de Lisboa com dissertação sobre a Gestão da Identidade Corporativa em Situação de Fusão de Marcas. É licenciada em Economia pela Faculdade de Economia da Universidade do Porto e Mestre em Gestão de Operações Comerciais pela Católica Porto Business School, Universidade Católica Portuguesa, com dissertação sobre o Desenvolvimento da Identidade Corporativa – Um exercício de modelização aplicado ao Estudo do Caso Banco BPI. Recebeu o prémio de melhor aluna do Mestrado em Gestão de Operações Comerciais.

É Professora Auxiliar na Católica Porto Business School, desde 1997, onde ensina e investiga nas áreas de Marketing, Gestão da Marca e Comportamento do Consumidor.

Além do mais, é Associate Dean for Global Education da Católica Porto Business School, investigadora do CEGE (Centro de Estudos em Gestão e Economia) e do CEGEA (Centro de Estudos em Gestão e Economia Aplicada).

É ainda presidente do comité científico do Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group e membro do comité editorial do Journal of Product & Brand Management.

Publicou a sua investigação em diversas revistas científicas internacionais e em livros e apresenta regularmente os seus estudos em conferências internacionais.

Publicações

Outros

A Identidade Corporativa em Situação de Fusão - Como se Juntam Nomes e Logótipos e Como as Pessoas os Percebem

Joana Pinto Leite César Machado (with Joana Machado). 2009.

Católica Porto Business School e Vienna University of Economics and Business organizam 3ª Summer School sobre Negócios Sustentáveis

Porque Biden não desiste? | Arménio Rego

Acolhimento | Empower Week Católica Porto Business School 24/25

Joana Pinto Leite César Machado

Joana Pinto Leite César Machado

Generic Bio

A Identidade Corporativa em Situação de Fusão - Como se Juntam Nomes e Logótipos e Como as Pessoas os Percebem

A Identidade da Marca”

A influência das causas sociais na intenção de compra dos consumidores

Analysing consumer-based brand equity on Facebook

Brand gender and consumer-based brand equity on Facebook

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Brand Logo and brand gender

Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect

Brand logo design

Brand logo design: Examining consumer response to figurativeness across cultures

Brand logo design: Examining consumer responses to figurativeness

Brand Logo Design: Examining consumer responses to name and logo characteristics

Brand logo design: Exploring consumer response to figurativeness across cultures

Brand mergers: an analysis of consumer brand identity preferences

Brand mergers: Examining consumers' responses to name and logo design

Brand mergers: Examining responses to name and logo design

Brand, identity and corporate reputation

Branding as a reflection of culture - An analysis of brand consumption patterns in China

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust

Como avaliar estratégias de co-branding

Constructing and validating a scale to measure Social media brand community enjoyment (SMBCE)

Design, personality traits and consumer response to brand logos

Exploring consumer segments defined by affective responses to naturalness in logo design

Guest editorial

How can a corporate brand (of higher education) benefit from social networks in its internal communication strategy? The case of Catholic University of Portugal

How can a corporate brand (of higher education) benefit from social networks in its internal communication strategy? The case of Catholic University of Portugal – Porto

How do brand gender and consumer-brand engagement contribute to the development of brand loyalty on Facebook?

How does brand-cause fit influence the success of CrM campaigns?

How does brand-cause fit influence the success of CrM campaigns?. in Markovic and Sancha (eds.), Handbook of Sustainability-Driven Business Strategies in Practice.

How natural features in logo design influence consumers’ preferences: revision of the literature and proposal for a data collection instrument'

M&As and brand identity

M&As and Brand Identity – How can Names and Logos be Combined and how do Consumers Perceive them

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club

O Marketing e a Identidade Corporativa

Online cause-related marketing

Private Label Brands: Benefits and Challenges Pingo Doce Case Study

Rebranding mergers: How attitudes influence consumer choices

Rebranding mergers: how important is the figurativeness of the brand’s signs

Rebranding the merger

Same design, same response? Investigating natural designs in international logos

Same design, same response? Investigating natural designs in international logos

SOCIAL MEDIA BRAND COMMUNITY ENJOYMENT (SMBCE): SCALE CONSTRUCTION AND VALIDATION FROM AN ETIC PERSPECTIVE

The effect of brand names and logos’ figurativeness on memory

The impact of brand gender on consumer-brand engagement and consumer-based brand equity on Facebook

The impact of personality and design on consumer responses to logos

The influence of WOM and peer interaction in the decision-making process of Generation Z within the family

Towards a typology of consumer-brand interaction on Facebook

Visual effects of logo on the attentional filter and perception

What is engaging content? Influence of social media type of message on consumer engagement