Filipa Rosado Pinto is an Assistant Professor (Professora Auxiliar) of the Department of Marketing, Operations and General Management at Iscte- Instituto Universitário de Lisboa. She was previously an Adjunct Assistant Professor at Nova SBE. Filipa obtained her PhD in Management (Marketing specialization) at Iscte, in 2022. She also holds an MBA from IE Business School and a bachelor´s degree in management from NOVA SBE. Following ten years of experience in marketing, in multinational companies, from Fast Moving Consumer Goods and the Pharmaceutical Industry, she moved into Academia in 2016. Filipa´s current research interests include -among others- consumer-brand relationships, brand management and services marketing. Her research has been published in various international scientific journals, such as EuroMed Journal of Business, Journal of Promotion Management and International Journal of Hospitality Management. Her work has also been presented at reputable international scientific conferences such as EMAC - European Marketing Academy Conference, GAMMA-GMC (Global Marketing Conference) and EuroMed Academy of Business conference.