Geraldo Matos

Geraldo Matos is a faculty member in the Marketing department at Roger Williams University's College of Business, with a research focus spanning branding, consumer behavior, and political aspects of marketing. His scholarly contributions demonstrate expertise in how political positioning affects brand-consumer relationships and how emotional states like loneliness influence social media engagement.

Matos's research interests center on contemporary branding challenges, particularly the intersection of politics and brand identity. His work reveals that consumers associate brands with political orientations when companies take public stances, and that misalignment between consumer and brand political views weakens self-brand connection, ultimately affecting purchase intentions. He also investigates how emotional states like loneliness impact consumer responses to brand social media strategies, and has contributed significantly to understanding cool brands and media-evoked fantasy in consumer experiences.

His publication record shows increasing specialization in political branding and emotional aspects of consumer behavior, with recent work expanding into diversity issues in marketing education and the application of fantasy concepts to consumer-brand relationships. This trajectory indicates growing interest in how socio-political factors and psychological states mediate consumer-brand interactions.

Matos demonstrates strong collaborative research practices, frequently partnering with colleagues across institutions on projects examining branding phenomena from multiple perspectives. His work appears in respected marketing journals including the Journal of Marketing Theory and Practice, reflecting scholarly impact in the field.