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.