Catherine da Silveira

Catherine da Silveira is an Associate Professor at Nova School of Business and Economics (Nova SBE), NOVA University Lisbon, where she also serves as Associate Dean for International Affairs and Partnerships. Additionally, she is the Academic Director of CEMS International Master’s in Management, International Master’s in Finance & Double Degree Programs, and Director of the Luxury Management Stream.

Her educational background includes:

• PhD in Marketing from The Open University Business School, UK (2016)
• Master in Marketing Strategy & Market Research from Sciences Po Paris, France (1986)
• Bachelor in Business Administration from Université Paris IX-Dauphine, France (1985)

Dr. da Silveira's research focuses on Marketing, Branding, and Co-creation, with particular emphasis on luxury and fashion contexts. Her work investigates how consumer co-creation dynamically shapes brand identity and strategy in evolving markets, challenging traditional top-down branding approaches through collaborative frameworks.

Her recent publications (2017-2022) reveal a concentrated scholarly trajectory examining bidirectional brand-consumer relationships. Key themes include identity co-construction in luxury sectors, corporate brand adaptation through stakeholder input, and the operational boundaries of co-creative branding processes, primarily published in leading marketing handbooks and journals.