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With a master's degree in Marketing, PhD student in Business Sciences at Universidade Portucalense. Have more than 13 years of academic experience as an Assistant Professor at UMAIA - University of Maia and IPMAIA - Instituto Politécnico da Maia, and since 2023 as a Specialist Professor, the Curricular Units taught, and all publications are in the area of ¿¿Marketing. Alongside his academic activity is his professional activity in ¿¿marketing and entrepreneurship; he has always tried to reconcile these two aspects. Its objective is to apply marketing and advertising principles to entrepreneurship since it is only possible to support young entrepreneurs in developing their start-ups or business projects by developing strategies within this scope. Therefore, my professional experience focuses on creating Business Models, Strategic Marketing analysis, preparation of market studies, Digital Communication, and SEO strategies.
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Identification

Personal identification

Full name
Carla Sofia Fonseca Amorim

Citation names

  • Amorim, Carla

Author identifiers

Ciência ID
8F10-9499-19B5
ORCID iD
0000-0002-8791-5240

Email addresses

  • camorim@ismai.pt (Professional)

Knowledge fields

  • Social Sciences - Economics and Business
Education
Degree Classification
2023 - 2026
Ongoing
 Doutoranda (Curso de doutoramento (conclusão de unidades curriculares))
Universidade Portucalense Infante Dom Henrique, Portugal
2023/07/31
Concluded
 Titulo de Especialista (Diploma de especialização)
Major in Marketing e Publicidade
Instituto Português de Administração de Marketing de Lisboa, Portugal
2011/06/30
Concluded
 Marketing (Mestrado)
Major in Marketing
Instituto Universitário da Maia, Portugal
"O Impacto da Confiança no Processo de Decisão de Compra das Marcas Insígnia: Um Estudo Aplicado ao Sector Alimentar Português." (THESIS/DISSERTATION)
 17
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2025/09/01 - Current Invited Assistant (University Teacher) Instituto Português de Administração de Marketing, Portugal
Instituto Português de Administração de Marketing, Portugal
2016 - Current Invited Assistant (Polytechnic Teacher) Instituto Politécnico da Maia, Portugal
2010/09/15 - Current Invited Assistant (Polytechnic Teacher) Instituto Universitário da Maia, Portugal

Others

Category
Host institution 		Employer
2000/06/01 - Current Associação Nacional ANJE - Associação Nacional de Jovens Empresários, Portugal
ANJE - Associação Nacional de Jovens Empresários, Portugal
Outputs

Publications

Book chapter
  1. Amorim, Carla; Pratas, Joaquim. "Measuring the Impact of Risk Perception, Trust and Satisfaction on Loyalty in E-Marketplaces". In Smart Innovation, Systems and Technologies, 697-709. Springer Singapore, 2022.
    10.1007/978-981-16-9272-7_58
  2. Amorim, Carla; Pratas, Joaquim. "The Impact of Quality Perception on Consumer Loyalty in the Post-confinement Period: The Case of Restaurants in Portugal". In Smart Innovation, Systems and Technologies, 325-336. Springer Singapore, 2022.
    10.1007/978-981-16-9272-7_27
Conference paper
  1. Amorim, Carla. "Smart retailing technologies impact in brand leadership and market performance: A conceptual model.". Paper presented in ICMarkTech'21 – International Conference of Marketing and Tecnology., 2021.
  2. Amorim, Carla. "Consumer research shopping and buying behaviors in sports footwear omni-channel retailing: A conceptual model.". Paper presented in . ICMarkTech'21 – International Conference of Marketing and Tecnology., 2021.
  3. Amorim, Carla. "Customer Orientation and Private Brand Loyalty A Moderated Mediation Model". Paper presented in IAMB Conference, 2018.
  4. Amorim, Carla. "How Consumer Loyalty Reinforces the Power of Private Labels.". Paper presented in II Congresso Internacional de Marcas/Branding: Conexoes e Experiencias, 2015.
  5. Amorim, Carla. "Competitiveness and sustainability of Private Labels". Paper presented in 29th Annual Conference, 2015.
  6. Amorim, Carla. "The impact of consumer loyalty on the competitiveness and sustainability of private labels.". Paper presented in 6th Conference Euromed, 2013.
  7. Amorim, Carla. "The Impact of Trust in Decision-Making Brands Purchase of Insignia: A Study Applied to the Portuguese Food Sector.". Paper presented in 1st International Marketing Research Seminar – Ismai, 2010.
Journal article
  1. Amorim, Carla. "O impacto da confiança no processo de decisão de compra das marcas insígnia: um estudo aplicado ao sector alimentar Português". Brand Trends (2013):
Activities

Committee member

Activity description
Role 		Institution / Organization
2019 - 2021 Comissão Técnico Cientifico
Member

Conference scientific committee

Conference name Conference host
2022 - 2022 ICMarkTech’22 Espanha
2021 - 2021 ICMarkTech'21 Espanha
2020 - 2020 ICMarkTech'20 Lisbon
2019/09/03 - 2019/09/05 BAM2019 United Kingdom West Midlands