Joana César Machado

Joana César Machado is an Associate Professor at Católica Porto Business School (CPBS), part of the Catholic University of Portugal (UCP). She is affiliated with CEGE (Research Center in Management and Economics) and CEGEA (consulting unit in management and applied economics), contributing to both academic research and practical applications in marketing and management.

Her research focuses on brand management and consumer behavior, with particular emphasis on brand names, logos, brand gender, and social media branding. Her work explores how visual and linguistic elements of branding influence consumer perception, memory, and loyalty.

The recent publications highlight a strong trend in visual branding and digital consumer behavior, particularly in cross-cultural and social media contexts. Her research integrates cognitive psychology with marketing science to understand brand perception and equity formation.

Joana holds leadership roles in the academic marketing community:

• Chair, Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group
• Member, Editorial Review Board of Journal of Product & Brand Management

She earned her PhD in Management with a specialization in Marketing from ISCTE - University Institute of Lisbon in 2009. Her academic contributions are supported by ongoing research and publication in high-impact journals.

She is actively involved in research groups and consulting initiatives at CPBS, contributing to both theoretical advancement and practical business solutions in brand strategy and management.