Cristela Maia Bairrada Membro Pleno
Cristela Maia Bairrada é licenciada e mestre em Gestão pela Faculdade de Economia da Universidade de Coimbra. Em 2016, terminou o doutoramento em Gestão, com especialização em Marketing, também pela Faculdade de Economia da Universidade de Coimbra. É ainda investigadora no Centre for Business and Economics Research, investigando em áreas como: marcas, comportamento do consumidor, amor pela marca, city branding, lealdade à marca, WOM, price premium etc. Ao longo do seu percurso profissional tem sido responsável pela lecionação de diversas unidades curriculares na área da estratégia e do marketing. Para além de oradora em vários seminários relacionados com o marketing e a estratégia empresarial é também autora de várias publicações de âmbito científico em revistas nacionais e internacionais.
owner
Determinants and consequences of love for a brand: an empirical study(2016)
Cristela Maia Bairrada
Orientação
Orientação de doutorandos
Building strong customer-brand relationships in services(Em curso)
Patricia Milene Cardoso
Orientação
Determinants of entrepreneurial intentions and entrepreneurial performance(Em curso)
Kapeth Costa
Orientação
Impulsive buying(Em curso)
Lorena Godinho Bellora
Orientação
Gamification and Marketing(Em curso)
Patrícia Santos
Orientação
Publicações
Gamification in marketing: Insights on current and future research directions based on a bibliometric and theories, contexts, characteristics and methodologies analysis. Heliyon, 10, e32047.(2024)
Antecedents and outcomes of the consumer-based brand equity of events and its importance for destinations: the case of Portuguese music festivals. International Journal of Event and Festival Management, 14, 277-293.(2023)
Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72, 103236.(2023)
The influence of dispositional traits on Generation Z's intention to purchase sustainable clothing. Journal of Fashion Marketing and Management.(2023)
Attitudes toward Ethical Consumption in Clothing: Comparing Peruvian and Portuguese Consumers. Journal of International Consumer Marketing.(2023)
Perceived altruism in cause-related marketing. International Review on Public and Nonprofit Marketing.(2023)
How can internal marketing practices help achieve organizational success?; [Como as práticas de marketing interno podem ajudar a alcançar o sucesso organizacional?]; [¿Cómo las prácticas de marketing interno pueden ayudar a lograr el éxito organizaci. Revista de Administracao Publica, 57.(2023)
The Influence of Consumer Optimism and Pessimism on Purchasing Intention of Eco-Friendly Clothing by Generation Z: Model Proposal. 237 – 248.(2023)
Sustainability and Tourism Marketing: A Bibliometric Analysis of Publications between 1997 and 2020 Using VOSviewer Software. Sustainability, 13, 4987.(2021)
The impact of marketing communication in English on the perception of the Portuguese consumer. In: da Silva, Patrícia Pereira, Jorge, Susana, Sá, Patrícia Moura e (Ed.), Emerging Topics in Management Studies, (pp 305-323). Coimbra: Imprensa da Universidade de Coimbra.(2020)
Modelling Attitude towards Consumption of Vegan Products. Sustainability, 13, 9.(2020)
Antecedents and consequences of Employer Brand Attractiveness. In: da Silva, Patrícia Pereira, Jorge, Susana, Sá, Patrícia Moura e (Ed.), Emerging Topics in Management Studies, (pp 281-303). Imprensa da Universidade de Coimbra.(2020)
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37, 41-55.(2020)
Brand communities' relational outcomes, through brand love. Journal of Product & Brand Management, 28, 154-165.(2019)
The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management: An International Journal, 23, 30-47.(2019)
Antecedents and outcomes of a City's Global Image: the impact of a tourist staple.. European Journal of Tourism Research, 21, 87-101.(2018)
Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities. European Journal of Marketing, 52, 656-682.(2018)
Antecedents and Consequences of E-Satisfaction and E-Loyalty: A study on sports nutrition brands. International Journal Of Marketing Communication And New Media, 6, 32-48.(2018)
O vinho do Porto: a autenticidade de marca como promotora do brand equity. Valins, R., Coelho, A., Bairrada, C. (2017). “O vinho do Porto: a autenticidade de marca como promotora do brand equity”. Journal of Management Analysis, 6, 33-51.(2017)
O Impacto dos Sentidos na Atitude face à Marca: Um estudo do grupo Inditex. International Journal of Marketing, Communication and New Media, 5, 67-84.(2016)
Brand Equity: comportamento do consumidor perante as marcas da distribuição. Journal of Management Analysis, 5, 32-49.(2016)
Antecedents of brand love: utilitarian and symbolic brand qualities. 44th EMAC Annual Conference.(2015)
Determinantes e consequências do amor pela marca: Uma análise da autoestima enquanto variável moderadora. XXV Jornadas Hispanolusas de Gestión Científica.(2015)
Contactos
Morada
Faculdade de Economia da Universidade de CoimbraAv. Dias da Silva, 165
3004-512 Coimbra
Portugal