Joana Machado

Joana Machado is Associate Professor at Católica Porto Business School and researcher at the Research Center in Management and Economics (CEGE). She holds a Ph.D. in Management with Marketing specialization from ISCTE - University Institute of Lisbon (2009). As chair of the Academy of Marketing's Brand Identity Special Interest Group, she leads research in brand management and consumer behavior.

Machado's expertise examines brand gender perceptions, logo design psychology, and social media branding strategies. Her experimental work analyzes how visual brand elements influence consumer memory and engagement. Recent publications investigate cross-cultural logo perception and digital brand equity on social platforms.