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Marlon Dalmoro is Marketing Professor at School of Management of Federal University of Rio Grande do Sul (Brazil), and an Invited Professor at NOVA Information Management School - Universidade Nova de Lisboa (Portugal). He is Doctor in Marketing (2013), M.Sc in Administration (2009), and B.Sc in Administration (2006). His current research interests involve how socio and cultural practices shape market systems and consumption, with particular attention to the multiple market actors' dynamics on technological, environmental, ideological, and post-colonial conflicts. Previous research appears in numerous academic outlets, including the Journal of Consumer Research, Journal of Business Research, Journal of Interactive Marketing, Consumption, Market Culture, Academy of Management Learning Education, European Journal of Marketing, Psychology Marketing, Journal of Public Policy Marketing.
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Identification

Personal identification

Full name
Marlon Dalmoro

Citation names

  • Dalmoro, Marlon

Author identifiers

Ciência ID
1B14-24BE-B760
ORCID iD
0000-0002-6211-0905

Telephones

Mobile phone
  • (+5551) 993980806 (Personal)

Addresses

  • Rua Avelino Tallini 171, 95900-000, Lajeado, RS, Brazil (Professional)

Websites

Knowledge fields

  • Social Sciences
  • Social Sciences - Other Social Sciences
Education
Degree Classification
2009/03/01 - 2013/04/01
Concluded
 Doutorado em Administração (Doktor (PhD))
Major in Marketing
Fundação de Apoio da Universidade Federal do Rio Grande do Sul, Brazil
"CAMPEREANDO MERCADOS: práticas de resistência e cidadania mediadas pelo mercado na cultura gaúcha" (THESIS/DISSERTATION)
2007/03/01 - 2009/03/01
Concluded
 Mestrado em Administração (Master)
Universidade Federal de Santa Maria, Brazil
2000/03/01 - 2006/06/01
Concluded
 Administração (Graduado)
Major in Comércio Exterior
Universidade do Vale do Taquari, Brazil
Affiliation

Science

Category
Host institution 		Employer
2011/02/01 - 2012/02/01 Visiting Researcher (Research) EDHEC Business School, France
EDHEC Business School, France

Teaching in Higher Education

Category
Host institution 		Employer
2024/03/08 - Current Assistant Professor (University Teacher) Universidade Federal do Rio Grande do Sul, Brazil
2022/09/01 - Current Invited Assistant Professor (University Teacher) Universidade NOVA de Lisboa NOVA Information Management School, Portugal
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2012/03/01 - 2024/02/01 Associate Professor (University Teacher) Universidade do Vale do Taquari, Brazil
2015/03/01 - 2017/03/01 Associate Professor (University Teacher) Faculdade Meridional, Brazil
Projects

Grant

Designation Funders
2024/03/10 - Current SENSEMAKING NA CONSTRUCAO DE MERCADOS: CONSTRUCAO DE TRILHAS TEORICAS E APLICADAS NA CONSTRUCAO DO MERCADO DE QUEIJOS FINOS
45548
Principal investigator
Universidade Federal do Rio Grande do Sul, Brazil
Ongoing

Contract

Designation Funders
2018/03/01 - 2024/01/01 Construção de Mercados Alternativos: uma análise das práticas culturais de diferentes atores na construção de arranjos materiais e institucionais no mercado de orgânicos
n.a.
Principal investigator
Conselho Nacional de Desenvolvimento Científico e Tecnológico
Concluded
2018/01/01 - 2021/01/01 O EFEITO MODERADOR DA PERCEPÇÃO DO PROTÓTIPO NA RELAÇÃO ENTRE RISCO PERCEBIDO E ESCOLHAS ALIMENTARES: UM ESTUDO DO RASTREAMENTO OCULAR
Edital MCTI/CNPq Nº 28/2018
Researcher
2017/03/01 - 2019/03/01 UMA ANÁLISE DA PRODUÇÃO E CONSUMO DE ORG NICOS A PARTIR DA ÓTICA DA SUSTENTABILIDADE E DO SISTEMA AGREGADO DE MARKETING
Fapergs Edital 04/2016
Principal investigator
Fundação de Amparo à Pesquisa do Estado do Rio Grande do Sul
Concluded
2014/03/01 - 2017/02/01 Cidadania de Mercado: autenticidade e expressão sociocultural mediada pelas práticas de mercado
EDITAL CNPQ 22/2014
Principal investigator
Conselho Nacional de Desenvolvimento Científico e Tecnológico

Other

Designation Funders
2019/03/01 - 2024/01/01 Airbnb Consumption Experience and its Impacts on Social and Cityscapes
n.a.
Researcher
Universidade do Vale do Taquari, Brazil

Universidade Nova de Lisboa, Portugal
Ongoing
Outputs

Publications

Book
  1. Dalmoro, Marlon; Liana JOHANN,. ALIMENTOS ORGÂNICOS: DINÂMICAS NA PRODUÇÃO E COMERCIALIZAÇÃO. Lajeado, Brazil: Univates. 2019.
    Published
Conference paper
  1. de Matos, Celso Augusto; Dalmoro, Marlon; Marcia Dutra Barcellos. Corresponding author: de Matos, Celso Augusto. "Effects of Social Influence on Organic Food Consumption: Health and Environmental Concerns as Mediators". Paper presented in 2023 Academy of Marketing Science (AMS) World Marketing Congress, Canterbury, 2023.
  2. Dalmoro, Marlon; Giandomenico Iembo; João Pedro Fleck. "Dramas of a Patriotic Brand: Conflicts on the Process of Legitimizing the Local Belongingness of a Brand". Paper presented in 2017 Association for Consumer Research Latin American Conference, Cali, 2017.
Journal article
  1. Ana Rita Gonçalves; Diego Costa Pinto; Héctor Gonzalez-Jimenez; Marlon Dalmoro; Anna S. Mattila. "Me, Myself, and My AI: How artificial intelligence classification failures threaten consumers’ self-expression". Journal of Business Research (2025): http://dx.doi.org/10.1016/j.jbusres.2024.114974.
    10.1016/j.jbusres.2024.114974
  2. Marlon Dalmoro; Lisa Peñaloza. "Market Sensemaking for Consumers’ Collective Political Agency". Journal of Consumer Research (2024): http://dx.doi.org/10.1093/jcr/ucae072.
    10.1093/jcr/ucae072
  3. Ana Rita Gonçalves; Diego Costa Pinto; Saleh Shuqair; Marlon Dalmoro; Anna S. Mattila. "Artificial intelligence vs. autonomous decision-making in streaming platforms: A mixed-method approach". International Journal of Information Management (2024): http://dx.doi.org/10.1016/j.ijinfomgt.2023.102748.
    10.1016/j.ijinfomgt.2023.102748
  4. Myriam Brouard; Katja H. Brunk; Mario Campana; Marlon Dalmoro; Marcia Christina Ferreira; Bernardo Figueiredo; Daiane Scaraboto; et al. "“Upload Your Impact”: Can Digital Enclaves Enable Participation in Racialized Markets?". Journal of Public Policy & Marketing (2023): http://dx.doi.org/10.1177/07439156221130960.
    10.1177/07439156221130960
  5. Ladeira, Wagner Junior; Dalmoro, Marlon; de Oliveira Santini, Fernando; Ruffatto, Juliane; Zanoni, Roberto. "More bodily motor action, less visual attention: How supermarket stimuli and consumer-related factors influence gaze behavior". Journal of Retailing and Consumer Services 59 (2021): 102403. http://dx.doi.org/10.1016/j.jretconser.2020.102403.
    10.1016/j.jretconser.2020.102403
  6. Santini, Fernando de Oliveira; Ladeira, Wagner Junior; Dalmoro, Marlon; de Matos, Celso Augusto. "Antecedents and consequences of corporate social responsibility: a meta-analysis". Journal of Social Marketing (2021): https://publons.com/wos-op/publon/17326403/.
    10.1108/JSOCM-08-2020-0157
  7. Hauschild, Raquel; Dalmoro, Marlon; Machado, Maria Amália; de Almeida, Stefania Ordovas. "Tradition preservation through fashion consumption: Contemporary clothes on Gaucho traditionalist culture in the South of Brazil". Journal of Global Fashion Marketing 11 3 (2020): 306-324. http://dx.doi.org/10.1080/20932685.2020.1754271.
    10.1080/20932685.2020.1754271
  8. Feil, Alexandre André; Cyrne, Carlos Candido da Silva; Sindelar, Fernanda Cristina Wiebusch; Barden, Júlia Elisabete; Dalmoro, Marlon. "Profiles of sustainable food consumption: Consumer behavior toward organic food in southern region of Brazil". Journal of Cleaner Production 258 (2020): 120690. http://dx.doi.org/10.1016/j.jclepro.2020.120690.
    10.1016/j.jclepro.2020.120690
  9. de Mello, Rafael Rodrigues; de Almeida, Stefânia Ordovás; Dalmoro, Marlon. "The emperor’s new cosplay: the agency of an absent material on the consumption experience". Consumption Markets & Culture (2020): 1-21. http://dx.doi.org/10.1080/10253866.2020.1756268.
    10.1080/10253866.2020.1756268
  10. Dalmoro, Marlon; Costa Pinto, Diego; Herter, Márcia Maurer; Nique, Walter. "Traditionscapes in emerging markets". International Journal of Emerging Markets 15 6 (2020): 1105-1126. http://dx.doi.org/10.1108/ijoem-04-2019-0270.
    10.1108/ijoem-04-2019-0270
  11. DALMORO, MARLON; FELL, GUILHERME. "DIMENSÕES ARTESANAL E MASSIFICADA NA CONSTRUÇÃO DO MERCADO CERVEJEIRO". Revista de Administração de Empresas 60 1 (2020): 47-58. http://dx.doi.org/10.1590/s0034-759020200106.
    10.1590/s0034-759020200106
  12. Dalmoro, Marlon; Matos, Celso A.; Barcellos, Marcia D.. "Anticonsumption beyond consumers: The role of small organic producers in environmentally oriented anticonsumption". Psychology & Marketing 37 2 (2019): 291-307. http://dx.doi.org/10.1002/mar.21300.
    10.1002/mar.21300
  13. Dalmoro, Marlon; Isabella, Giuliana; Almeida, Stefânia Ordovás de; dos Santos Fleck, João Pedro. "Developing a holistic understanding of consumers’ experiences". European Journal of Marketing 53 10 (2019): 2054-2079. http://dx.doi.org/10.1108/ejm-10-2016-0586.
    10.1108/ejm-10-2016-0586
  14. Reale, Getúlio Sangalli; Dalmoro, Marlon. "Passion and market: the intertwining that makes the marketization of brazilian spectacle football". Revista Brasileira de Marketing 18 4 (2019): 97-115. http://dx.doi.org/10.5585/remark.v18i4.16385.
    10.5585/remark.v18i4.16385
  15. Billsberry, Jon; Koehler, Tine; Bristow, Alexandra; Gonzalez-Morales, M. Gloria; Huff, Aimee Dinnin; Kraimer, Maria; Pudelko, Markus; et al. "Academic Careers in Management: How do We Get to Where the Grass Is Greener?". Academy of Management Proceedings 2019 1 (2019): 15620. http://dx.doi.org/10.5465/ambpp.2019.15620symposium.
    10.5465/ambpp.2019.15620symposium
  16. Belkhir, Meriam; Brouard, Myriam; Brunk, Katja H.; Dalmoro, Marlon; Ferreira, Marcia Christina; Figueiredo, Bernardo; Huff, Aimee Dinnin; et al. "Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers". Academy of Management Learning & Education 18 2 (2019): 261-285. http://dx.doi.org/10.5465/amle.2017.0329.
    10.5465/amle.2017.0329
  17. de Almeida, Stefânia Ordovás; Scaraboto, Daiane; dos Santos Fleck, João Pedro; Dalmoro, Marlon. "Seriously Engaged Consumers: Navigating Between Work and Play in Online Brand Communities". Journal of Interactive Marketing 44 (2018): 29-42. http://dx.doi.org/10.1016/j.intmar.2018.05.006.
    10.1016/j.intmar.2018.05.006
  18. Pauli,Jandir; Dalmoro,Marlon; Basso,Kenny. "A economia de bens simbólicos e a criação de um ambiente favorável à doação: uma análise das campanhas de incentivo à doação de órgãos e tecidos". (2018): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-76122018000300554.
  19. Dalmoro,Marlon; Nique,Walter Meucci. "Tradição Mercantilizada: Construção de Mercados Baseados na Tradição". (2017): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552017000300327.
  20. Dalmoro,Marlon; Medeiros,Luciane; Pauli,Jandir; Amarante,Michael Vieira do. "AS LÓGICAS DOS PRODUTORES INVISÍVEIS: SIGNIFICADOS CULTURAIS NA PRODUÇÃO AGRÍCOLA FAMILIAR". (2017): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1413-23112017000300092.
  21. Dalmoro, Marlon; Nique, Walter Meucci. "Tradição mercantilizada : construção de mercados baseados na tradição". (2017): http://hdl.handle.net/10183/159664.
  22. Dalmoro,Marlon; Vittorazzi,Kasiana. "Trajetórias de Consumo: O Sujeito-Consumidor de Serviços Bancários na Terceira Idade". (2016): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1415-65552016000300328.
  23. Maehler, Alisson Eduardo; Ladeira, Wagner Júnior; Dalmoro, Marlon; Nique, Walter Meucci; Leal, Willian Sodré. "Integração Brasil - Argentina no Mercosul : uma análise de seus efeitos a partir de um território de fronteira". (2016): http://hdl.handle.net/10183/170740.
  24. Dalmoro, Marlon; Nique, Walter Meucci. "Fluxos e contrafluxos : a relação global e local mediada pelo mercado na cultura gaúcha". (2016): http://hdl.handle.net/10183/149084.
  25. Dalmoro, Marlon; Pinto, Diego Costa; Borges, Adilson; Nique, Walter Meucci. "Global brands in emerging markets: The cultural antecedents of global brand preference". Journal of Brand Management 22 9 (2015): 721-736. http://dx.doi.org/10.1057/bm.2015.39.
    10.1057/bm.2015.39
  26. Dalmoro, Marlon; Peñaloza, Lisa; Nique, Walter Meucci. "Resistência do consumidor : diferentes estágios teóricos de um mesmo conceito". (2014): http://hdl.handle.net/10183/104039.
  27. Dalmoro, Marlon; Nique, Walter Meucci. "Cultura global do consumo e tradicionalismo local : uma reflexão teórica a partir da diacronia dos conceitos". (2014): http://hdl.handle.net/10183/149157.
  28. Dalmoro, Marlon. "The formation of country wineries networks for internationalization: an analysis of two new world wines regions". Journal of Wine Research 24 2 (2013): 96-111. http://dx.doi.org/10.1080/09571264.2012.747086.
    10.1080/09571264.2012.747086
  29. Dalmoro,Marlon. "Redes de promoção internacional e suas contribuições no processo de internacionalização: o caso do psi wines from Brazil". (2012): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1413-23112012000200010.
  30. Horst, Carla Regina; Dalmoro, Marlon. "VAREJO E CONSUMO CONSCIENTE: UMA ANÁLISE A PARTIR DA UTILIZAÇÃO DE SACOLAS PLÁSTICAS". (2012): http://www.univates.br/revistas/index.php/estudoedebate/article/view/576.
  31. Junior Ladeira, Wagner; Dalmoro, Marlon; Eduardo Maehler, Alisson; Falcão Araujo, Clécio. "Drug prescription practices in Brazil: a structural equation model". International Journal of Pharmaceutical and Healthcare Marketing 5 4 (2011): 262-278. http://dx.doi.org/10.1108/17506121111190103.
    10.1108/17506121111190103
  32. Marconatto, Diego Antonio Bittencourt; Dalmoro, Marlon; Pereira, Breno Augusto Diniz. "Elementos de ecoeficiência: Constatações teóricas e empíricas no sistema coca-cola". (2010): http://periodicos.unifor.br/rca/article/view/511.
  33. Dalmoro, Marlon; Rossi, Carlos Alberto Vargas. "Além do "made in" ... : uma análise exploratória das teorias acerca do comportamento de compra de produtos importados". (2010): http://hdl.handle.net/10183/88061.
  34. Dalmoro,Marlon; Rossi,Carlos. "Além do made in...: Uma análise exploratória das teorias acerca do comportamento de compra de produtos importados". (2010): http://www.scielo.mec.pt/scielo.php?script=sci_arttext&pid=S1645-44642010000200002.
  35. Pereira,Breno A. Diniz; Wottrich,Vanessa H.; Dalmoro,Marlon; Venturini,Jonas Cardona. "A comunicação da responsabilidade social empresarial (RSE) na Suécia, Tailândia e Brasil: uma abordagem comparativa em empresas de construção civil". (2010): http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1984-92302010000400003.
  36. Dalmoro, Marlon; Venturini, Jonas Cardona; Diniz Pereira, Breno Augusto. "Green Marketing: integrated social and environmental responsibility in the marketing environment". (2009): https://rbgn.fecap.br/RBGN/article/view/232.
Magazine article
  1. Dalmoro, Marlon; Ferreira, Marcia Christina; Figueiredo, Bernardo; Scaraboto, Daiane. "Como as universidades podem apoiar a internacionalização da carreira de pesquisador.", Revista Ensino Superior, 2020
Thesis / Dissertation
  1. Dalmoro, Marlon. "Campereando mercados : práticas de resistência e cidadania mediadas pelo mercado na cultura gaúcha". PhD, 2013. http://hdl.handle.net/10183/70382.
Activities

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2023 - 2023 Moving from a Sales Led to a Product Led Business: Evaluation and value delivery in SaaS products self-service
Co-supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 New Horizons for Airlines: Consumers’ Adoption of Metaverse - A Qualitative and Quantitative research
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Digital Fashion in the Metaverse: the impact that digital identity has on consumers´ perception of buying virtual fashion goods
Co-supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Branding The Beat: A Study on the Electronic Music Community in Lisbon
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Marketing Attribution in B2B Companies: Associating software and customer data to increase confidence in data-driven channel optimization decisions
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 The Impact of Social Media Marketing on Promoting the Cultural Heritage Tourism: A Case Study of Portugal
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Optimizing Sales Performance in Creative as a Service (CaaS) Companies: A Machine Learning Approach to Opportunity Time-Series Forecasting
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Consumers Perspective on Brand Activism and the Impact of Social Media on Mental Health
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 The Power of Humanized Content: How Small Business Entrepreneurs Achieved Overgrowth in Social Commerce
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 The impact of automation-driven performance max campaign, smart bidding strattegis and tenscore third-party marketing automation tool on conversion, Roas and other KPIs in Google ADS PPC management
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal
2023 - 2023 Marketing Strategies in Web3: Exploring Transformation of Decentralized Landscape
Supervisor
 Marketing Analítico (Master)
Universidade NOVA de Lisboa NOVA Information Management School, Portugal

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2019/09/05 - 2019/09/06 III Encontro Cultura e Consumo Brasil (2019/09/05 - 2019/09/06) Universidade Federal do Rio de Janeiro, Brazil

Course / Discipline taught

Academic session Degree Subject (Type) Institution / Organization
2016/01/01 - Current Perspectivas sustentáveis para o Desenvolvimento Regional Programa de Pós-graduação em Sistemas Ambientais Sustentáveis (Master) Universidade do Vale do Taquari, Brazil
2016/01/01 - Current Dinâmicas de Produção e Consumo Programa de Pós-Graduação em Sistemas Ambientais Sustentáveis (Master) Universidade do Vale do Taquari, Brazil
Distinctions

Award

2012 Highly Commended Award Winner at the Literati Network Awards for Excellence 2012.
Emerald Group Publishing Pty Ltd, Australia

Other distinction

2021 Bolsista Produtividade em Pesquisa - CNPQ
Conselho Nacional de Desenvolvimento Científico e Tecnológico, Brazil