Projects per year
Personal profile
Biography
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):
Education/Academic qualification
PhD, Management with a Specialization in Marketing, University Institute of Lisbon
Award Date: 1 Oct 2009
Master, Management of Commercial Operations, Universidade Católica Portuguesa
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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Collaborations and top research areas from the last five years
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Projects
- 1 Active
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CEGE: Research Center in Management and Economics
Silva, M. (Full Professor), Sousa, R. (Full Professor), Alves, P. (Assistant Professor), Madsen, A. (Invited Assistant Professor), Lourenço, A. (Associate Professor), Carvalho, A. S. (Associate Professor), Andrade, A. (Assistant Professor), Silva, P. D. (Associate Professor), Vlačić, B. (Invited Assistant Professor), Martins, C. (Invited Assistant Professor), Gomes, C. (Auxiliary Researcher), Gevrek, Z. E. (Invited Assistant Professor), Oliveira, F. G. D. (Associate Professor), Faria, G. (Invited Associate Professor), Marreiros, H. (Scholarship holder), Pinho, J. (Invited Assistant Professor), Machado, J. (Associate Professor), Araújo, J. (Auxiliary Researcher), Pinto, J. (Assistant Professor), Rego, A. (Full Professor), Gaspar, J. M. (Auxiliary Researcher), Corbo, L. (Invited Assistant Professor), Costa, L. (Associate Professor), Fernandes, L. (Assistant Professor), Sottomayor, M. (Assistant Professor), Martins, N. (Full Professor), Hernández-Marrero, P. (Auxiliary Researcher), Gonçalves, R. (Associate Professor), Ribeiro, R. (PI), Coelho, S. L. (Assistant Teacher), Pereira, S. M. (Auxiliary Researcher), Silva, S. (Associate Professor), Rodrigues, V. (Associate Professor), Sotiros, D. G. (Auxiliary Researcher), Valverde, C. (Assistant Professor), Leitão, A. (Assistant Professor), Julião, J. (Assistant Professor), Tavares, M. (Assistant Professor), Lages, C. R. (Auxiliary Researcher), Elmashhara, M. G. (Auxiliary Researcher) & Teymourifar, A. (Auxiliary Researcher)
1/01/20 → 31/12/25
Project: Other
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The effect of brand names and logos’ figurativeness on memory: an experimental approach
Lencastre, P. D., Machado, J. C. & Costa, P., Sept 2023, In: Journal of Business Research. 164, 15 p., 113944.Research output: Contribution to journal › Article › peer-review
Open AccessFile6 Citations (Scopus)179 Downloads -
Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect
Machado, J., Fonseca, B. & Martins, C., Mar 2021, In: Journal of Brand Management. 28, 2, p. 152-170 19 p.Research output: Contribution to journal › Article › peer-review
32 Citations (Scopus) -
Same design, same response? Investigating natural designs in international logos
Torres, A., Machado, J. C., Carvalho, L. V. D., Velden, M. V. D. & Costa, P., 22 May 2019, In: Journal of Product and Brand Management. 28, 3, p. 317-329 13 p.Research output: Contribution to journal › Article › peer-review
9 Citations (Scopus) -
Brand gender and consumer-based brand equity on Facebook: the mediating role of consumer-brand engagement and brand love
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R. & Santos, B. P. D., Mar 2019, In: Journal of Business Research. 96, p. 376-385 10 p.Research output: Contribution to journal › Article › peer-review
137 Citations (Scopus) -
Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects
Carvalho, L. V. D., Azar, S. L. & Machado, J. C., 23 Jul 2020, In: Journal of Marketing Management. 36, 11-12, p. 1125-1152 28 p.Research output: Contribution to journal › Article › peer-review
22 Citations (Scopus)
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External examiner in PhD jury - International Doctorate in Entrepreneurship and Management (IDEM), Universitat Autònoma de Barcelona
Machado, J. (Main Examiner)
4 Nov 2021Activity: Examination
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How does internationalization affect the management of the brand identity signs – Sogrape case study
Machado, J. (Supervisor) & Hugens, S. (Student)
2021Activity: Supervision
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Brand Logo Design: How does brand name and logo naturalness Influence consumers’ cognitive and affective responses?
Machado, J. (Supervisor) & Costa, M. (Student)
2021Activity: Supervision
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Como otimizar o produto televisivo dos clubes de Futebol Profissional em Portugal,
Machado, J. (Supervisor) & Sarria, R. (Student)
2021Activity: Supervision
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Judging a wine by the wine bottle: The influence of wine packaging on consumers
Machado, J. (Co-supervisor), Martins, C. (Supervisor) & Brito e Faro, T. (Student)
2021Activity: Supervision
Press/Media
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A fadiga no processo de tomada de decisão num mundo cada vez mais digital
5/08/21
1 Media contribution
Press/Media
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