Joana César Machado is Assistant Professor at Católica Porto Business School and Associate Dean for Global Education. She is a mamber of CEGE, the research center of Católica Porto Business School. She obtained her PhD in Management, with a specialization in Marketing, from ISCTE - University Institute of Lisbon, in 2009. Joana is chair of the Acaemy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group and member of the editorial review board of Journal of Product & Brand Management. Joana's research focuses on brand management and consumer behaviour, and, in particular, on brand names and logos, brand gender and social media branding.
Publications:
Machado, J.
(2023)
, The effect of brand names and logos’ figurativeness on memory
, Journal of Business Research.
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Machado, J.
Martins, C.
(2020)
, Brand logo and brand gender
, Journal of Brand Management - 2.
, https://doi.org/10.1057/s41262-020-00216-4
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Machado, J.
(2019)
, Same design, same response? Investigating natural designs in international logos
, Journal of Product and Brand Management - 3.
, https://doi.org/10.1108/JPBM-10-2017-1632
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Machado, J.
(2019)
, Brand gender and consumer-based brand equity on Facebook
, Journal of Business Research.
, https://doi.org/10.1016/j.jbusres.2018.07.016
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Machado, J.
(2020)
, Bridging the gap between brand gender and brand loyalty on social media
, Journal of Marketing Management - 11-12.
, https://doi.org/10.1080/0267257x.2020.1740293
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