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Personal profile


Joana César Machado is Associate Professor at Católica Porto Business School (CPBS). She is a member of CEGE, the fundamental research center of CPBS and of CEGEA, the consulting unit in management and applied economics of CPBS. She obtained her PhD in Management, with a specialization in Marketing, from ISCTE - University Institute of Lisbon, in 2009. Joana is chair of the Acaemy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group and member of the editorial review board of Journal of Product & Brand Management. Joana's research focuses on brand management and consumer behaviour, and, in particular, on brand names and logos, brand gender and social media branding.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

PhD, PhD in Management with a Specialization in Marketing, University Institute of Lisbon

Award Date: 1 Oct 2009

Master, Master in Management of Commercial Operations, Católica Porto Business School

Award Date: 7 Jul 2004

Bachelor, Economics, University of Porto

Award Date: 20 Jul 1996

External positions

Chair, Academy of Marketing’s Brand, Identity and Corporate Reputation Special Interest Group

2019 → …

Member of the editorial review board, Journal of Product & Brand Management

2013 → …


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