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Ana Sousa is a full researcher at the Research Unit on Governance, Competitiveness and Public Policies School – GOVCOPP - at the University of Aveiro (Portugal). She holds a PhD in Marketing and Strategy from the University of Minho and a Postdoc in Consumer Behaviour from COMEGI - University Lusíada. She also holds a Master's in Marketing and Business Administration, a degree in Business Management from ISAG - European Business School, and a degree in Psychology from the University of Porto. She is an invited Professor of Research Methodologies at the Polytechnic Institute of Santarém (Portugal) and was part of COST Arkwork, an international research project funded by the COST network. She has successfully supervised MSc dissertations to completion and continues to guide students in marketing and business research. Her ongoing research projects focus on consumer-brand relationships in the contexts of luxury, tourism, and hospitality, place branding and cultural heritage, as well as new technologies and the metaverse. Her research is featured in high-impact academic journals, contributing to the advancement of marketing and consumer behaviour studies.
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Identification

Personal identification

Full name
Ana Daniela Ferreira Antunes de Sousa

Citation names

  • Sousa, Ana

Author identifiers

Ciência ID
CB15-080B-3F99
ORCID iD
0000-0001-8621-4963
AuthenticusID
bb393d69-13d2-4f91-8792-9f9bc1cfd7a1
Google Scholar ID
6krGAnYAAAAJ

Telephones

Mobile phone
  • 962436709 (Personal)

Languages

Language Speaking Reading Writing Listening Peer-review
English Proficiency (C2) Proficiency (C2) Proficiency (C2) Proficiency (C2) Proficiency (C2)
Italian Upper intermediate (B2) Upper intermediate (B2) Intermediate (B1) Upper intermediate (B2) Intermediate (B1)
Spanish; Castilian Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1) Intermediate (B1)
Portuguese (Mother tongue)
Education
Degree Classification
2012/10 - 2019/11/27
Concluded
 Doutoramento em Marketing e Estratégia (Doutoramento)
Universidade do Minho, Portugal
"A imagem do País: Orgulho ou Preconceito? A influência da imagem do país nas intenções de compra, visita e investimento do consumidor. " (THESIS/DISSERTATION)
 Muito Bom
2009/10 - 2011/09
Concluded
 Direcção Comercial e Marketing (Mestrado integrado)
Instituto Superior de Administração e Gestão, Portugal
"Desafios da Gestão da Marca em Contexto de Recessão: O Caso da "Água das Pedras". " (THESIS/DISSERTATION)
 17
2009 - 2010
Concluded
 Curso Geral de Gestão (Pós-Graduação)
Universidade do Porto Porto Business School, Portugal
 Muito Bom
2006/09 - 2009/07
Concluded
 Gestão de Empresas (Licenciatura)
Instituto Superior de Administração e Gestão, Portugal
 15
1999/10 - 2004/07
Concluded
 Psicologia (Licenciatura)
Universidade do Porto Faculdade de Psicologia e de Ciências da Educação, Portugal
 14
Affiliation

Science

Category
Host institution 		Employer
2023/08/01 - 2029/07/31 Contracted Researcher (Research) Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
2020/10/01 - 2023/07/31 Postdoc (Research) Fundação Minerva, Portugal
COMEGI - Centro de Investigação em Origanizações, Mercados e Gestão Industrial, Portugal
2020/10/01 - 2023/07/31 Researcher (Research) Fundação Minerva, Portugal
COMEGI - Centro de Investigação em Origanizações, Mercados e Gestão Industrial, Portugal
2020/12/10 - 2022/12/31 Researcher (Research) Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
Universidade de Aveiro, Portugal
2017/03/01 - 2019/11/28 Researcher (Research) Fundação para a Ciência e a Tecnologia, Portugal
Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal

Teaching in Higher Education

Category
Host institution 		Employer
2019/12/01 - 2020/07/31 Visiting Teacher (Polytechnic Teacher) Instituto Superior de Gestão e Administração de Santarém, Portugal
Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
2015/05/01 - 2015/07/31 Visiting Teacher (Polytechnic Teacher) ISCAA - Instituto Superior de Contabilidade e Administração de Aveiro, Portugal

Positions / Appointments

Category
Host institution 		Employer
2014/06/01 - 2016/12/31 Consultora Externa QSP - Consultoria de Marketing, lda., Portugal
2006/10/02 - 2016/02/28 Marketeer Isma - Equipamentos Industriais, lda., Portugal
2012/07/02 - 2012/10/02 Marketeer VDS - Vinhos do Douro Superior, SA, Portugal
2010/10/04 - 2012/06/30 Técnica de Recursos Humanos Tubival - Instalações Industriais, lda., Portugal
Projects

Grant

Designation Funders
2017/03 - 2020/03 Country Image: National Pride or Prejudice?
SFRH/BD/114989/2016
Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
 Fundacao para a Ciencia e Tecnologia
Ongoing
2019/08 - 2019/08 International Meeting "Arkwork WG3 Focus Groups Workshop" at University of Oslo, Norway
GRANT_NUMBER: CA 15201
 COST Association
2019/03 - 2019/03 International Meeting "Arkwork WG3 Focus Groups Workshop" at University of Helsinki, Finland
GRANT_NUMBER: CA15201
 COST Association
Concluded
2019/01 - 2019/01 Industry Forum supported by the COST Action ARKWORK
GRANT_NUMBER: CA 15201
 COST Association
Concluded
2018/04 - 2018/04 International Meeting "Arkwork WG3 Focus Groups Workshop" at European University of Cyprus, Nicosia
GRANT NUMBER: CA 15201
 COST Association
Concluded

Contract

Designation Funders
2023/08/01 - 2029/07/31 A Place Brand Identity Model for Portugal
2022.04840.CEECIND/CP1720/CT0036
10.54499/2022.04840.CEECIND/CP1720/CT0036
Researcher
Universidade de Aveiro, Portugal
 Fundação para a Ciência e a Tecnologia
Ongoing
Outputs

Publications

Book chapter
  1. Isabel Cantista; Damien Delille; Ana Sousa. Corresponding author: Isabel Cantista. "Second-hand History and Algorithms: the case of Sellpy". In Fashion Heritage: Narrative and Knowledge Creation, edited by Isabel Cantista; Damien Delille, 289-314. Palgrave Macmillan, 2023.
    Published
  2. Rodrigues, Paula; Sousa, Ana; Ferreira, Bruno; Pinto Borges, Ana; Martins, Carlos. "Complexity of Individual Choice Between the Public and Private Healthcare Sectors". In Handbook of Research on Complexities, Management, and Governance in Healthcare, 195-215. IGI Global, 2023.
    Published • 10.4018/978-1-6684-6044-3.ch014
  3. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto; Brochado, Ana; Barbosa, Isabel. "Human(oid): Virtual Social Media Influencers". In Advances in Marketing, Customer Relationship Management, and E-Services, 1-12. IGI Global, 2023.
    Published • 10.4018/978-1-6684-8898-0.ch001
  4. Ana Sousa; Paula Rodrigues. "The Importance of Cultural Heritage in the Promotion of a Nation's Brand". 2023.
    10.4018/978-1-6684-5902-7.ch008
  5. Sousa, Ana; Madeira, Clara; Rodrigues, Paula; Martins, Carlos. "Smart and Sustainable Tourism Destinations: A Bibliometric Analysis". In Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality, 107-130. IGI Global, 2022.
    Published • 10.4018/978-1-7998-8306-7
  6. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "How do others think about us? The effect of country perceptions on the behavioural intentions of foreign students". In Academic Tourism Perspectives on International Mobility in Europe, edited by Cerdeira Bento, J.P.; Martínez-Roget, F.; Pereira, E.T.; Rodríguez, X.A., 1-174. Springer International Publishing, 2021.
    Published • 10.1007/978-3-030-57288-4
Conference abstract
  1. Sousa, Ana; Nobre, Helena; Rodrigues, Paula. "The effect of Authenticity Perceptions of Architectural Heritage on the Intention to Visit Cities". Paper presented in International Conference Cities' Identity Through Architecture & Arts (CITAA) 8th Edition, Sardegna, 2024.
    Published
  2. Sousa, Ana; Barbosa, Belem; Novais, Ana Raquel. "Exploring the Influence of Television Series on National Brand Experience: Structured Abstract". Paper presented in 2024 AMS WORLD MARKETING CONGRESS, Bel-Ombre, 2024.
    Published
  3. Sousa, Ana; Barbosa, Belem; Fernandes, Luis André. "Coolness Factor: The Impact of Luxury Brands on NFT Acquisition Intentions in the Digital and Metaverse Era: Structured Abstract". Paper presented in 2024 AMS WORLD MARKETING CONGRESS, Bel-Ombre, 2024.
    Published
  4. Rodrigues, Paula; Borges, Ana; Sousa, Ana. "Persona pioneers: virtual influencers in the social sphere". Paper presented in 2024 Global Fashion Management Conference at Milan, Milan, 2024.
    Published
  5. Rodrigues, Paula; Sousa, Ana; Brochado, Ana. "Cryptocurrency trust and intention to use: consumers’ perspective". Paper presented in 16th Annual Conference of the Euromed Academy of Business “Business Transformation in Uncertain Global Environments", Vilnius, 2023.
    Published
  6. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto. "Attitude towards fashion influencers, masstige brands and purchase intention: new conceptual model". Paper presented in 16th Annual Conference of the Euromed Academy of Business “Business Transformation in Uncertain Global Environments”, Vilnius, 2023.
    Published
  7. Sousa, Ana; Madeira, Clara; Rodrigues, Paula. "A Systematic Literature Review and Research Agenda of Masstige and Brand Happiness". Paper presented in 16th Annual Conference of the Euromed Academy of Business “Business Transformation in Uncertain Global Environments”, Vilnius, 2023.
    Published
  8. Rodrigues, Paula; Barbosa, Isabel; Sousa, Ana; Borges, Ana Pinto. Corresponding author: Rodrigues, Paula. "The influence of a sensory tourism experience in implicit attitudes of Generation Z.". Paper presented in International Workshop ¿Tourism and Hospitality Management¿ (IWTHM2023), Porto, 2023.
  9. Rodrigues, Paula; Silva, Sara; Sousa, Ana; Borges, Ana Pinto. "Co-creation and co-destruction of value in tourism services.". Paper presented in International Workshop ¿Tourism and Hospitality Management¿ (IWTHM2023), Porto, 2023.
    Published
  10. Rodrigues, Paula; Sousa, Ana; Ribeiro, Paulo; Vaz, Joel. Corresponding author: Rodrigues, Paula. "Opinion Aggregator Platforms in The Restaurant Sector". Paper presented in 10th European Conference on Social Media - ECSM 2023., Cracóvia, 2023.
  11. F916-35BB-B368; Sousa, Ana; Borges, Ana. "An exploratory study about the influence of mindfulness feelings toward an individual¿s outdoor lifestyle and empowerment.". Paper presented in 15th ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS., Palermo, 2022.
    Published
  12. Sousa, Ana; F916-35BB-B368. "The influence of masstige brands on consumer’s brand relationship: a South European perspective.". Paper presented in 15th ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS., Palermo, 2022.
    Published
  13. Sousa, Ana; F916-35BB-B368. "Visitor’s perceptions about UNESCO’s World Heritage Sites". Paper presented in 15th ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS., Palermo, 2022.
    Published
  14. Sousa, Ana; Pedrosa, Gabriel; Nobre, Helna. "An exploratory study about consumer's attitudes toward step-down line extensions in the automotive sector". Paper presented in 15th ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS., Palermo, 2022.
    Published
  15. Paula Rodrigues; Sousa, Ana; Clara Madeira. "Consumer happiness toward celebrity endorsement: attitude toward the brands". Paper presented in INTERNATIONAL CONFERENCE OF APPLIED BUSINESS AND MANAGEMENT ICABM2022, Porto, 2022.
    Published
  16. Paula Rodrigues; Paula Costa; Sousa, Ana. "Conspicuous and inconspicuous luxury brands: new model with two mediate variables for developed consumer-brand relationship theory". Paper presented in 10th International Conference on Contemporary Marketing Issues, Naxos, 2022.
    Published
  17. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto. "An exploratory study about the influence of mindfulness feelings toward ab individual's outdoor lifestyle and empowerment". Paper presented in Proceedings of 15th Annual Conference of the EuroMed Academy of Business, 2022.
    Published
  18. Paula Rorigues; Catarina Correia. "Consumers Perception of Counterfeit Luxury Brands: The impact of the new luxury brands in the market". Paper presented in 2021 Global Fashion Management Conference at Seoul/ 2021 Korean Scholars of Marketing Science International Conference, Seoul (Virtual Conference), 2021.
    Published
  19. Paula Rodrigues; Sousa, Ana. "How Chinese consumers perceive a masstige brand: an exploratorty study". Paper presented in 2021 Global Fashion Management Conference at Seoul/ 2021 Korean Scholars of Marketing Science International Conference, Seoul (Virtual Conference), 2021.
    Published
Conference paper
  1. Paula Rodrigues; Bruno Ferreira; Carlos Martins; Miguel Guerreiro; Ana Sousa. Corresponding author: Paula Rodrigues. "Managing Complexity in Healthcare Access: Choosing between the Public and Private Sectors". Paper presented in 39th EBES Conference - Rome, Rome, 2022.
    Accepted
  2. Sousa, Ana. "A Bibliometric Analysis on Cryptocurrency and Consumers Trust.". Paper presented in Proceedings of 14th Annual Conference of the EuroMed Academy of Business: Contemporary Business Concepts and Strategies in the new Era., 2021.
    Published
  3. Sousa, Ana. "Consumer’s perceptions of a Sports Brand Globalness: a Study about the influence of Brand Love and the Intentions to Buy and generate Positive WOM". Paper presented in Proceedings of 14th Annual Conference of the EuroMed Academy of Business: Contemporary Business Concepts and Strategies in the new Era., 2021.
    Published
  4. Sousa, Ana. "Genuine or Counterfeit? A Study about Consumer’s Attitudes towards Counterfeiting and their Intentions to Buy Fashion Accessories.". Paper presented in Proceedings of 14th Annual Conference of the EuroMed Academy of Business: Contemporary Business Concepts and Strategies in the new Era., 2021.
    Published
  5. Sousa, Ana; Rodrigues, Paula; Vieira, Elvira; Borges, A P.. "E-commerce before, during and after confinement: consumer tendencies in three countries.". Paper presented in BAM2021 Conference - Recovering from Covid: Responsible Management and Reshaping the Economy, 2021.
    Published
  6. Sousa, Ana; Rodrigues, Paula; Correia, Catarina. "Consumer’s perceptions towards a luxury brand: a comparative evaluation between brand love and brand engagement.". Paper presented in 2021 AMA Summer Academic Conference: Reimagining Marketing, Virtual, 2021.
    Published
  7. Sousa, Ana; F916-35BB-B368; Clara Madeira. "Close to the view but closer to the heart: A study about the antecedents of brand love and its influence on consumer’s intentions to buy and recommend a sports brand.". Paper presented in Academy of Marketing 2021 Annual Conference: Reframing Marketing Priorities, online, 2021.
    Published
  8. Sousa, Ana; Rodrigues, Paula. "Do visitors recognize the World Heritage Brand? An exploratory study about visitors' perceptions of this brand.". Paper presented in 3th Tourism and Hospitality Management Workshop (IWTHM2021), Porto, 2021.
    Published
  9. Sousa, Ana; Durães, L; Rodrigues, Paula. "Tourist Satisfaction with Luxury Hotels before and during Pandemic Crises: A Netnography Approach.". Paper presented in 3th Tourism and Hospitality Management Workshop (IWTHM2021), Porto, 2021.
    Published
  10. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Cosmopolitanism and the Mediating Effect of Country Image on Consumers’ Purchase, Visit and Investment Intentions.". Paper presented in International Conference on Business and Economics (ICBE), 2019.
    Published
  11. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "An Empirical Study about the influence of Country Personality and Product Involvement on Consumer's Purchase and Visit Intentions". Paper presented in International Conference on Business and Economics (ICBE), Seoul, 2018.
    Published
  12. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "An Empirical Study about the influence of Country Personality and Product Involvement on Consumer's Purchase and Visit Intentions". Paper presented in AMA Global Marketing SIG Conference on "Global Marketing in Times of Uncertainty", Santorini, 2018.
    Published
  13. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Exploring consumer cosmopolitanism and ethnocentrism effects in the purchase intentions towards the products of a foreign country.". Paper presented in International Conference on Business and Economics (ICBE), 2017.
    Published
  14. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "The effects of ethnocentrism and country of origin familiarity in consumer preference and recognition of international brands.". Paper presented in EuroMed Conference on Innovation, Entrepreneurship and Digital Ecosystems, Varsóvia, 2016.
    Published
  15. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Country-Product association: an exploratory study considering the moderating effects of familiarity and ethnocentrism". Paper presented in EMAC Regional Conference - Marketing Theory Challenges in Emerging Markets, Vienna, 2015.
    Published
  16. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Country Image: National Pride or Prejudice?". Paper presented in EuroMed Conference on Innovation, Entrepreneurship and Sustainable Value Chain in a Dynamic Environment, Verona, 2015.
    Published
Journal article
  1. Ferreira, Daniel; Barbosa, Belém; Sousa, Ana. "Perceived freshness and the intention to repurchase fresh food products online". EuroMed Journal of Business (2025):
    Published • https://doi.org/10.1108/EMJB-11-2024-0289
  2. Borges, Ana Pinto; Rodrigues, Paula; Brochado, Ana; Sousa, Ana. "Mindfulness as a mediating mechanism between health importance and positive mental well-being". International Journal of Pharmaceutical and Healthcare Marketing (2025): https://doi.org/10.1108/ijphm-07-2024-0069.
    Published • 10.1108/ijphm-07-2024-0069
  3. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto. "Evaluation of Consumer Masstige Brand Relationship Between Generations". Review of Marketing Science (2025): https://doi.org/10.1515/roms-2024-0061.
    Published • 10.1515/roms-2024-0061
  4. Sousa, Ana; Rodrigues, Paula. "World heritage brand: the importance of trust and authenticity to visitors' perceived world heritage site value". Journal of Cultural Heritage Management and Sustainable Development (2024): http://dx.doi.org/10.1108/jchmsd-04-2023-0037.
    Published • 10.1108/jchmsd-04-2023-0037
  5. Madeira, Clara; Sousa, Ana; Borges, Ana Pinto; Rodrigues, Paula. "Brand Experience and Brand Equity: A Review and Future Research Agenda". International Journal of Marketing, Communication and New Media 12 22 (2024): http://dx.doi.org/10.54663/2182-9306.2024.v.12.n.22.98-142.
    Published • 10.54663/2182-9306.2024.v.12.n.22.98-142
  6. Paula Rodrigues; Sousa, Ana; Jorge Lopes; Borges, Ana Pinto. "How does brand authenticity affect brand hate-love relationships and buying intention? The moderating role of brand personality". Journal of Brand Strategy 12 4 (2024): 381-403. https://www.ingentaconnect.com/contentone/hsp/jbs/2024/00000012/00000004/art00006.
    Published
  7. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto; Matos Graça Ramos, Paulo. "Understanding masstige wine brands’ potential for consumer-brand relationships". European Business Review (2024): http://dx.doi.org/10.1108/ebr-04-2022-0066.
    Published • 10.1108/ebr-04-2022-0066
  8. Pedrosa, Gabriel; Nobre, Helena; Sousa, Ana. "Consumers' attitudes on downscale extensions of a luxury automotive brand". EuroMed Journal of Business (2024): http://dx.doi.org/10.1108/emjb-04-2023-0127.
    Published • 10.1108/emjb-04-2023-0127
  9. Rodrigues, Paula; Sousa, Ana; Borges, Ana Pinto. "Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand". Journal of Creative Communications (2024):
    Published
  10. Rodrigues, P.; Junaid, M.; Sousa, A.; Borges, A. P.. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands". Journal of Brand Management (2023): http://dx.doi.org/10.1057/s41262-023-00346-5.
    Published • 10.1057/s41262-023-00346-5
  11. Borges, Ana Pinto; Vieira, Elvira Pacheco; Rodrigues, Paula; Lopes de Almeida, António; Sousa, Ana. "After COVID-19 lockdown: an exploratory study about the influence of mindfulness-feelings toward an individual’s outdoor lifestyle and empowerment". International Journal of Event and Festival Management 15 2 (2023): 170-190. http://dx.doi.org/10.1108/ijefm-02-2023-0016.
    10.1108/ijefm-02-2023-0016
  12. Rodrigues, Paula; Sousa, Ana; Pinto Borges, Ana. "Generation Z's attitudes toward virtual tourism: the impact of implicit and explicit attitudes". EuroMed Journal of Business (2023): http://dx.doi.org/10.1108/emjb-05-2023-0135.
    10.1108/emjb-05-2023-0135
  13. Ana Brochado; Paula Rodrigues; Sousa, Ana; Borges, Ana Pinto; Veloso, Mónica ; Gomes, Mónica. "Resilience and Sustainable Urban Tourism: Understanding Local Communities’ Perceptions after a Crisis". Sustainability 15 (2023): 13298. https://doi.org/10.3390/su151813298.
    Published • https://doi.org/10.3390/su151813298
  14. Rodrigues, Paula; Brochado, Ana; Sousa, Ana; Borges, Ana Pinto; Barbosa, Isabel. "What’s on the menu?: How celebrity chef brands create happiness". European Journal of Marketing (2023): http://dx.doi.org/10.1108/ejm-12-2021-0988.
    Published • 10.1108/ejm-12-2021-0988
  15. Borges, Ana Pinto; Vieira, Elvira; Rodrigues, Paula; Sousa, Ana. "Influence of COVID-19 on online shopping behaviour, leisure and socialisation". Management Research: Journal of the Iberoamerican Academy of Management (2023): http://dx.doi.org/10.1108/mrjiam-09-2021-1229.
    Published • 10.1108/mrjiam-09-2021-1229
  16. Rodrigues, Ana Paula; Borges, Ana Pinto; Brochado, Ana; Sousa, Ana. "COVID-19 vaccine hesitation and brand choice uncertainty". International Journal of Pharmaceutical and Healthcare Marketing (2023): https://doi.org/10.1108/IJPHM-12-2021-0117.
    Published
  17. Martins, Carlos; Rodrigues, Paula; Sousa, Ana. "Evolution of Competitive Advantage through Strategic Logics.". European Modern Studies Journal 6 5 (2022): 187-201. https://journal-ems.com/index.php/emsj/article/view/629/580.
    Open access • Published
  18. Rodrigues, Paula; Sousa, Ana; Fetscherin, Marc; Borges, Ana Pinto. "Exploring Masstige Brands' Antecedents and Outcomes". International Journal of Consumer Studies (2022): http://dx.doi.org/10.1111/ijcs.12869.
    Accepted • 10.1111/ijcs.12869
  19. Rodrigues, Paula; Sousa, Ana; Torres, Isabel. "Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment". Journal of Creative Communications (2022): 097325862210926. http://dx.doi.org/10.1177/09732586221092637.
    Published • 10.1177/09732586221092637
  20. Sousa, Ana; Calçada, Eva; Rodrigues, Paula; Pinto Borges, Ana. "Cryptocurrency adoption: a systematic literature review and bibliometric analysis". EuroMed Journal of Business 17 3 (2022): 374-390. https://doi.org/10.1108/EMJB-01-2022-0003.
    Published • 10.1108/emjb-01-2022-0003
  21. Rodrigues, Paula; Sousa, Ana; Veloso, Mónica . Corresponding author: Sousa, Ana. "Happiness Leisure Experiences in Consumption". Journal of Asian Finance, Economics and Business (JAFEB) 9 3 (2022): 377-388.
    Open access • Published • https://doi.org/10.13106/jafeb.2022.vol9.no3.0377
  22. Nobre, Helena; Sousa, Ana. Corresponding author: Nobre, Helena. "Cultural heritage and nation branding – multi stakeholder perspectives from Portugal". Journal of Tourism and Cultural Change (2022): 1-19. http://dx.doi.org/10.1080/14766825.2021.2025383.
    Published • 10.1080/14766825.2021.2025383
  23. Rodrigues, Paula; Pinto Borges, Ana; Sousa, Ana. "Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands". EuroMed Journal of Business ahead-of-p ahead-of-p (2021): http://dx.doi.org/10.1108/emjb-03-2021-0041.
    Published • 10.1108/emjb-03-2021-0041
  24. Lopes, João M.; Sousa, Ana; Calçada, Eva; Oliveira, José. "A citation and co-citation bibliometric analysis of omnichannel marketing research". Management Review Quarterly (2021): http://dx.doi.org/10.1007/s11301-021-00219-8.
    Published • 10.1007/s11301-021-00219-8
  25. Sousa, Ana; João Lopes; Helder Antunes. "Entrepreneurial Marketing: Conceptual Systematization in English and Portuguese Languages.". International Journal of Marketing, Communication and New Media 6 (2020): 5-33. http://u3isjournal.isvouga.pt/index.php/ijmcnm.
    Published
  26. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Cosmopolitanism and the Mediating Effect of Country Image on Consumers’ Purchase, Visit and Investment Intentions". The Journal of Asian Finance, Economics and Business 6 4 (2019): 159-170. https://doi.org/10.13106/jafeb.2019.vol6.no4.159.
    Published • 10.13106/jafeb.2019.vol6.no4.159
  27. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "An Empirical Study about the Influence of Country Personality and Product Involvement on Consumer’s Purchase and Visit Intentions.". Journal of Asian Finance, Economics and Business 5 3 (2018): 65-72. http://jafeb.org/journal/article.php?code=62852.
    Open access • Published • 10.13106/jafeb.2018.vol5.no3.65
  28. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "The influence of consumer cosmopolitanism and ethnocentrism tendencies on the purchase and visit intentions towards a foreign country". International Journal of Digital Culture and Electronic Tourism 2 3 (2018): 175-184. https://www.inderscience.com/info/inarticle.php?artid=90388.
    Published • 10.1504/IJDCET.2018.090388
  29. Sousa, Ana; Nobre, Helena; Farhangmehr, Minoo. "Exploring the effects of ethnocentrism and country familiarity in consumer preference and brand recognition". International Journal of Business and Globalisation 20 2 (2018): 139-151. https://www.inderscience.com/info/inarticle.php?artid=89864.
    Published • 10.1504/IJBG.2018.089864
  30. Sousa, Ana; Tavares, Victor. "Brand Management Challenges in the Context of Recession.". European Journal of Applied Business Management 2 1 (2016): 1-11. https://nidisag.isag.pt/index.php/IJAM/article/view/80.
    Open access • Published
  31. Pereira, Olga; Sousa, Ana; Maia, Miguel. "How can corporate social responsibility survive in times of recession?". European Journal of Applied Business and Management 1 2 (2015): 100-111. https://nidisag.isag.pt/index.php/IJAM/article/view/72.
    Open access • Published
Thesis / Dissertation
  1. Sousa, Ana. "Country Image: Pride or Prejudice? The influence of country image on consumer's purchase, visit and investment intentions". PhD, Universidade do Minho Escola de Economia e Gestão, 2019.
  2. Sousa, Ana. "Desafios da Gestão da Marca em Contexto de Recessão: O caso da "Água das Pedras"". Master, Instituto Superior de Administração e Gestão, 2011.
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2025/04/14 BACK IN FASHION: TEXTILE HERITAGE AND THE CASE OF SELLPY – A CRITICAL VIEW International HERITEX-HUB Workshop Back in Fashion: Textile Heritage and its Contribution for the Future of the Textile and Apparel Sectors
School of Arts and Humanities - University of Lisbon (PT) (Lisboa, Portugal)
2024/09/25 The impact of TV series on Nation Brand Experience GOVCOPP Research Seminar
GOVCOPP - University of Aveiro (Aveiro, Portugal)
2023/12/19 Sensibilização para os desafios na elaboração de uma dissertação Seminário
Escola Superior de Gestão e Tecnologia de Santarém (Santarém, Portugal)

Supervision

Thesis Title
Role 		Degree Subject (Type)
Institution / Organization
2023/09/26 - Current Marcas de luxo no Metaverso: as experiências de marca como fonte de bem-estar dos consumidores de moda de luxo.
Co-supervisor
 Mestrado em Gestão (Master)
Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2023/09/14 - Current A Segunda Vida do Luxo: Estudo Exploratório Sobre os Benefícios Psicológicos e Sociais da Compra de Moda de Luxo em Segunda Mão, no Mercado Português
Co-supervisor
 Mestrado em Gestão (Master)
Universidade de Aveiro Departamento de Economia Gestão Engenharia Industrial e Turismo, Portugal
2022/01/01 - Current Redes sociais: os novos meios de comunicação das empresas
Co-supervisor of Catarina Oliveira Jordão
 MESTRADO EM LÍNGUAS E RELAÇÕES EMPRESARIAIS (Master)
Universidade de Aveiro Departamento de Línguas e Culturas, Portugal
2023/10/02 - 2024/10/21 As criptomoedas e sua aceitação por clientes bancários de retalho
Supervisor of João Fernandes Junior
 Mestrado em Economia e Gestão da Inovação (Master)
Universidade do Porto Faculdade de Economia, Portugal
2023/09/01 - 2024/07/19 Impacto do conteúdo #BookTok na intenção de compra de livros
Co-supervisor
 Marketing (Master)
Universidade do Porto Faculdade de Economia, Portugal
2022/09/15 - 2023/11/20 The influence of TV series on consumers' Nation Brand Experience
Co-supervisor
 Gestão (Master)
Universidade do Porto Faculdade de Economia, Portugal
2022/09/15 - 2023/07/31 Drivers of fan token purchase intention and its influence in positive e-WOM: A quantitative study among football fans
Co-supervisor
 Gestão (Master)
Universidade do Porto Faculdade de Economia, Portugal
2022/09/15 - 2023/07/31 The influence of Brand Coolness of Luxury brands on NFTs acquisition intention
Co-supervisor
 Gestão (Master)
Universidade do Porto Faculdade de Economia, Portugal

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2022/11/10 - 2022/11/10 WEB 3.0, Blockchain, Cryptocurrencies and NFTs: What!?! (2022/11/10 - 2022/11/10)
Seminar (Member of the Organising Committee)
 Universidade Lusíada Porto, Portugal
2022/05/13 - 2022/05/13 I am participating in the Scientific and Organizing Committee of the 1st International Workshop in Marketing (IWM 2022) held by COMEGI is part of the internationalisation strategy and dissemination of scientific work carried out by its researchers in the field of Marketing. The theme "Sustainability and Resilience" is an international meeting where marketing scientific papers bring insights on the chosen theme and help disseminate knowledge. http://www.ulusiada.pt/iwm2022/ Invited Speakers: Cleopatra Veloutsou, Justin Paul, Pierre Valette-Florence (2022/05/13 - 2022/05/13)
Conference (Member of the Organising Committee)
 Fundação Minerva, Portugal

Universidade Lusíada Porto, Portugal

Jury of academic degree

Topic
Role 		Candidate name (Type of degree)
Institution / Organization
2024/07/25 Value Centric Approaches to SMEs’ Internationalization Through the Metaverse
(Thesis) Arguer
 Rafaela de Jesus Ferreira Martins (Master)
Universidade do Porto Faculdade de Economia, Portugal
2024/05/07 Determinantes da Aceitação de Aplicações Móveis para Aceder a Serviços de Saúde Privados
(Thesis) Arguer
 Diana Sofia Coelho Gouveia (Master)
Universidade de Trás-os-Montes e Alto Douro, Portugal
2023/11/16 The drivers of Second Hand Luxury Fashion Consumption among Generation Z and Millennials: an Exploratory Study
(Thesis) Arguer
 Bruna Filipa Machado Alves (Master)
Universidade do Porto Faculdade de Economia, Portugal
2023/11/09 Brand Activism on Social Media: the impact of LGBTQ+ content on consumer Engagement and Purchase Intention
(Thesis) Arguer
 Ana Carolina Rodrigues de Almeida (Master)
Universidade do Porto Faculdade de Economia, Portugal
2023/10/27 O Papel da Responsabilidade Social na tomada de decisão de compra do jovem consumidor
(Thesis) Arguer
 Pedro Miguel Pereira da Silva (Master)
Universidade Lusíada de Vila Nova de Famalicão Faculdade de Ciências da Economia e da Empresa, Portugal
2023/09/06 Influência da perceção de frescura na recompra de produtos frescos online
(Thesis) Arguer
 Daniel Alberto Marques Ferreira (Master)
Universidade do Porto Faculdade de Economia, Portugal
2023/01/30 Novas estratégias de marketing para a SASIA - Reciclagem de Fibras Têxteis SA
(Thesis) Arguer
 Mariana Pereira Sarmento da Silva (Master)
Instituto Superior de Administração e Gestão, Portugal
2022/12/13 Gestão do valor da marca face a celebridades desportivas: o caso do vício à marca humana
(Thesis) Arguer
 João Bernardo Nves Rocha (Master)
Universidade Lusíada de Vila Nova de Famalicão Faculdade de Ciências da Economia e da Empresa, Portugal
2022/10/26 Determinantes da atitude em relação a marcas de difusão: um estudo comparativo de consumidores Millennial Portugueses e Brasileiros
(Thesis) Arguer
 Sofia Margarida Sousa Martins (Master)
Universidade do Porto Faculdade de Economia, Portugal
2022/07/07 Comunicação Corporativa e Gestão de Relacionamentos - Relatório de Estágio na Abel Santiago S.A.
(Thesis) Main arguer
 Rita Marçal Grangeia (Master)
Universidade de Aveiro, Portugal
2021/10/26 Os consumidores millennials de marcas de luxo: quais as suas especificidades e diferenças?
(Thesis) Main arguer
 Alexandra Oliveira Frade (Master)
Universidade do Porto Faculdade de Economia, Portugal
2021/06/23 Enoturismo como mercado emergente: Quinta Nova - Plano de comunicação.
(Thesis) Main arguer
 António Manuel Vasconcelos de Almeida (Master)
Instituto Superior de Administração e Gestão, Portugal
2021/06/23 Marketing B2B no contexto micro empresarial: o caso da G3TECH
(Thesis) Main arguer
 João Filipe Lopes Monteiro (Master)
Instituto Superior de Administração e Gestão, Portugal
2021/01/29 «Proposta de conceptualização de uma marca de luxo / A luxury brand conceptualization proposal».
(Thesis) Main arguer
 DIOGO MICAEL PIRES CAMPO GRANDE (Master)
Universidade de Aveiro, Portugal

Committee member

Activity description
Role 		Institution / Organization
2025/01/23 - 2025/01/24 My role (Best Thesis Award Reviewing Committee) at the International Best Thesis Award – Marketing Trends is to recognize and encourage Ph.D. in Marketing and to emphasize their talent. My role was to evaluate the works of students who had the potential to be selected for the prize of best thesis award. Criteria of eligibility: The thesis must have been successfully defended between January 2023 and September 2024. All universities, business schools, and institutions active in Marketing were encouraged to nominate candidates.
Member
 International Marketing Trends Conference , Italy

Conference scientific committee

Conference name Conference host
2022/06/01 - 2022/11/18 GFC-Global Fashion Conference (http://gfc-conference.eu/call-papers/#committees) The 2022 edition of GFC2022 is organised in collaboration with AMD – Akademie Mode & Design – Hochschule Fresenius – University of Applied Sciences.
2022/01/05 - 2022/05/13 1st International Workshop in Marketing Porto - Portugal
2021/05/25 - 2021/05/28 EMAC-ESIC MARKETING FOR GROWTH ESIC BUSINESS & MARKETING SCHOOL - MADRID
2020/06/05 - 2020/06/05 ecUI&D´20 - VI ENCONTRO CIENTÍFICO da UI&D Unidade de Investigação e Desenvolvimento do ISLA Santarém
2019/07/01 - 2019/11/07 SemeAD 2019 - Revista de Gestão Brasileira de Negócios Brasil - USP
2016/12/21 - 2017/01/23 EMAC 2017 - "Leaving Footprints" - 23-26 May The University of Groningen, The Netherlands

Course / Discipline taught

Academic session Degree Subject (Type) Institution / Organization
2024/09/25 - 2025/01/31 Metodologias de Investigação Mestrado Gestão (Mestrado) Instituto Politécnico de Santarém, Portugal

Journal scientific committee

Journal title (ISSN) Publisher
2022/11/02 - Current Frontiers in Communication (2297900X) Frontiers Media S.A.
2021/12/15 - 2022/01/05 European Management Review (1740-4762) Wiley Online Library
2021/01/08 - 2021/01/22 Journal for Global Business Advancement (1746-9678) Inderscience Publishers

Other jury / evaluation

Activity description Institution / Organization
2024/10/18 - 2024/10/18 A jury at the presentation of the doctoral thesis project by Alexandra Cristina Padrão Antunes Vilares, a student in the second year of the Doctoral Programme in Marketing and Strategy. Title: Unveiling the Unconventional - The Role of Entrepreneurial Traits, Creativity, and Black Swan Events in the Creation of Outliers: A Study of Purpose-Driven Brand Creation in Portugal’s Agrobusiness Landscape Universidade de Aveiro, Portugal
2023/10/20 - 2023/10/20 A jury at the presentation of the doctoral thesis project by Filipa Jorge Eira, a student in the second year of the Doctoral Programme in Marketing and Strategy. Title: Virtual reality role in the development of tourists' behavioural intentions Universidade de Aveiro Unidade de Investigação em Governança Competitividade e Políticas Públicas, Portugal
Distinctions

Award

2019 Best Paper Awards with a scholarship of USD500
2018 Best Paper Awards with a scholarship of USD500
2017 Best Paper Awards with a scholarship of USD500
Korea Distribution Science Association (KODISA), Vietnam