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Aihoor Aleem is a PhD in Management, with specialization in Marketing (ISCTE-IUL). Currently, the Course Director of the BSc in Marketing and Advertising at IADE, and integrated researcher at BRU-IUL, Business Research Unit, at ISCTE (Marketing Team). Her research activity is focused on luxury trends, consumption and the future of how brands will communicate and create a relationship with their targets. Her background counts with a MSc in Management with specialisation in Strategic Marketing by the Católica Lisbon School of Business and Economics, where she started the research on what influences (or not) consumers to engage into luxury consumption. She has professional experience in academia as a researcher and professor, specifically in teaching marketing strategy, branding, finance applied to marketing and digital marketing.
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Identification

Personal identification

Full name
Aihoor Kayoom Aleem

Citation names

  • Aleem, Aihoor

Author identifiers

Ciência ID
981A-9354-32BB
ORCID iD
0000-0002-3707-5511
Google Scholar ID
https://scholar.google.com/citations?hl=pt-PT&user=bbBKI_AAAAAJ#d=gs_hdr_drw

Email addresses

  • aihoor@iscte-iul.pt (Professional)

Websites

Languages

Language Speaking Reading Writing Listening Peer-review
English (Mother tongue)
Portuguese (Mother tongue)
Education
Degree Classification
2019/10/14 - 2022/09/01
Concluded
 Gestão (Doutoramento)
Major in Marketing
ISCTE-Instituto Universitário de Lisboa, Portugal
"The relationship between luxury consumption and brand coolness: Analyzing the motives behind luxury consumption" (THESIS/DISSERTATION)
 Approved with distinction
2019
Concluded
 Gestão e Administração de Empresas (Mestrado)
Major in Área de especialização: Marketing Estratégico
Universidade Católica Portuguesa Faculdade de Economia e Gestão, Portugal
"Luxury Hotel Consumption – Examining the effects of personality on consumers’ valuations involving inconspicuous versus conspicuous consumption experiences" (THESIS/DISSERTATION)
2013/09/15 - 2016/06/18
Concluded
 Marketing e Publicidade (Licenciatura)
Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal
 18
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2022/09/01 - Current Assistant Professor (University Teacher) Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal
2019/02/01 - Current Assistant Professor (University Teacher) Instituto de Arte Design e Empresa Universitário Unidade de Investigação em Design e Comunicação, Portugal
Outputs

Publications

Conference paper
  1. Loureiro, Sandra Maria Correia; Martinho, Jéssica. "BEYOND THE TOUCH: ANALYZING THE PURCHASING BEHAVIOUR USING AUGMENTED REALITY AND ONLINE REVIEWS.". Paper presented in 2023 GMC - Global Marketing Conference at Seoul, Seoul, 2023.
    Published
Journal article
  1. Sandra Maria Correia Loureiro; Aihoor Aleem; Mike Breazeale. "Luxury fashion brand coolness: niche versus mass cool". Spanish Journal of Marketing - ESIC (2024): http://dx.doi.org/10.1108/sjme-04-2023-0086.
    10.1108/sjme-04-2023-0086
  2. Loureiro, Sandra Maria Correia; Martinho, Jéssica. "From tech to touch: self-concept and testimonials in AR try-on versus website". Journal of Research in Interactive Marketing (2023): https://www.emerald.com/insight/content/doi/10.1108/JRIM-07-2023-0222/full/html.
    Published
  3. Aihoor Aleem; Sandra Maria Correia Loureiro; Bruno Schivinski; Marta Aguiar. "What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand Coolness". Journal of Marketing Communications (2022): 1-21. http://dx.doi.org/10.1080/13527266.2022.2152077.
    10.1080/13527266.2022.2152077
  4. Aleem, Aihoor; Loureiro, Sandra Maria Correia; Bilro, Ricardo Godinho; Aleem, A.; Loureiro, S.M.C.; Bilro, R.G.. Corresponding author: Bilro, Ricardo Godinho. "Luxury fashion consumption: a review, synthesis and research agenda". Spanish Journal of Marketing - ESIC ahead-of-p ahead-of-p (2022): http://dx.doi.org/10.1108/sjme-06-2021-0105.
    Published • 10.1108/sjme-06-2021-0105
Thesis / Dissertation
  1. Aleem, Aihoor Kayoom. "The relationship between luxury consumption and brand coolness: Analyzing the motives behind luxury consumption". PhD, 2023. http://hdl.handle.net/10071/27950.
  2. Aleem, Aihoor Kayoom. "Luxury Hotel consumption : examining the effects of personality on consumers’ valuations involving inconspicuous versus conspicuous consumption experiences". Master, 2019. http://hdl.handle.net/10400.14/26985.
Activities

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2021/11/11 - Current "A Minha Marca em Podcasts"- As Novas Tendências de Comunicação em Marketing Digital
Co-supervisor of Clara Maria de Leão e Flores Rodrigues Nunes
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/11/16 - 2023/12/14 Sustentabilidade e Moda: Testar a Vontade de Pagar por Moda Sustentável por Parte dos Consumidores
Supervisor
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/11/30 - 2023/12/10 Tokenização da indústria da moda: O impacto moderador dos NFTs nas compras de moda de luxo e os seus efeitos nos consumidores
Co-supervisor
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2022/11/11 - 2023/10/10 Florent Hubert Eudes Malbois
Supervisor
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/11/26 - 2022/09/12 Influencer Marketing Strategy
Co-supervisor of Sarah Mekkaoui
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal
2021/10/29 - 2022/09/10 O impacto da Realidade Aumentada no autoconceito do consumidor e na atitude em relação ao produto
Co-supervisor of Jéssica Francisco Martinho
 Marketing (Master)
ISCTE-Instituto Universitário de Lisboa, Portugal

Committee member

Activity description
Role 		Institution / Organization
2022/09/01 - Current Course Director of the Bachelor Degree in Marketing and Advertising (Coordenação de curso: Licenciatura em Marketing e Publicidade)
Coordinator
 Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal
Distinctions

Other distinction

2019 PhD Merit Grant
ISCTE-Instituto Universitário de Lisboa, Portugal
2017 Masters Merit Grant
Universidade Católica Portuguesa Faculdade de Economia e Gestão, Portugal