Maher is a Researcher and Lecturer at the Research Centre in Management and Economics (CEGE) and Catolica Porto Business School, Catholic University of Portugal. He holds a Ph.D. in Business Administration with a specialization in Marketing and Strategy from the University of Minho (Portugal). He also holds a Bachelor’s and Master’s degrees in Economics – Specialization in Business Administration. His current research interests focus on consumer behavior and psychology, retailing, and sensory and interactive marketing. His work has been published in international journals including "Journal of Retailing and Consumer Services", "Travel Behavior and Society", and “International Journal of Retail & Distribution Management”, among others, and has presented at major international marketing conferences such as the Academy of Marketing Science Conferences & World Marketing Congresses, the Recent Advances in Retailing and Consumer Services Conferences, and AIRSI Conferences. In addition, he has made a research stay at the University of Maribor (Slovenia).