Paula Rodrigues

Paula Rodrigues holds a Ph.D. in Management, in Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, Statistic, and Quantitative Methods at the Lusíada University - North. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods.

Publications

Compelling Storytelling Narratives for Sustainable Branding
Compelling Storytelling Narratives for Sustainable Branding
Paula Rodrigues, Ana Pinto Borges, Elvira Vieira, Victor Tavares. © 2024. 330 pages.
Consumers are applying more pressure on companies to embrace sustainable practices and tell purposeful stories to win their approval. They are increasingly critical of brands for...
Complexity of Individual Choice Between the Public and Private Healthcare Sectors
Complexity of Individual Choice Between the Public and Private Healthcare Sectors
Paula Rodrigues, Ana Sousa, Bruno Ferreira, Ana Pinto Borges, Carlos Martins. © 2023. 21 pages.
This study analyzes what leads one individual to choose a particular health care institution, its main factors of valuation, their level of satisfaction as users, and the factors...
Human(oid): Virtual Social Media Influencers
Human(oid): Virtual Social Media Influencers
Paula Rodrigues, Ana Sousa, Ana Pinto Borges, Ana Brochado, Isabel Barbosa. © 2023. 12 pages.
Traditional influencer marketing occurs when people have a profile on social media with a number of followers that distinguishes them from other ‘common' users. Virtual...
The Importance of Cultural Heritage in the Promotion of a Nation's Brand
The Importance of Cultural Heritage in the Promotion of a Nation's Brand
Ana Sousa, Paula Rodrigues. © 2023. 21 pages.
All countries desire to develop and improve their domestic and international image. This ambition supports policymakers, companies' managers, and citizens to establish a...
Factors Influencing the Level of Trust in Vaccines
Factors Influencing the Level of Trust in Vaccines
Ana Pinto Borges, Elvira Vieira, Paula Rodrigues, Ana Isabel Canavarro. © 2023. 24 pages.
The authors explore the degree of consumer trust regarding the various brands of Covid-19 vaccines made available by laboratories in Portugal. This chapter aims to fill a gap in...
Anxiety During the Pandemic: The Perceptions of Health Importance, Health Knowledge, and Health Consciousness
Anxiety During the Pandemic: The Perceptions of Health Importance, Health Knowledge, and Health Consciousness
Paula Cristina Lopes Rodrigues, Ana Pinto Borges. © 2022. 14 pages.
This chapter intends to analyse the moderate effect of individual anxiety and gender derived by the pandemic crisis regarding health importance, health knowledge, and health...
Smart and Sustainable Tourism Destinations: A Bibliometric Analysis
Smart and Sustainable Tourism Destinations: A Bibliometric Analysis
Ana Sousa, Clara Madeira, Paula Rodrigues, Carlos Martins. © 2022. 24 pages.
Policymakers and business practitioners increasingly recognize the importance of sustainability in the development of smart tourism destinations, which require clear directions...
Mass Masstige Index: Application in Wine Brands and the Importance in Restaurant Communication
Mass Masstige Index: Application in Wine Brands and the Importance in Restaurant Communication
Paula Rodrigues, Ana Pinto Borges, Paulo Ramos, Elvira Vieira, Catarina Alexandra Correia. © 2022. 12 pages.
This work intends to obtain for the first time one mass masstige index for wine brands and analyze the importance of that index in the restaurants' communications. The...
Competitive Drivers for Improving Future Business Performance
Competitive Drivers for Improving Future Business Performance
Carlos Martins, Paula Rodrigues. © 2021. 267 pages.
The globalized economy, dominated by the diffusion of innovation and social, political, and economic changes, allows people and knowledge to flow without knowing what lies ahead....
New Techniques for Brand Management in the Healthcare Sector
New Techniques for Brand Management in the Healthcare Sector
Ana Pinto Borges, Paula Rodrigues. © 2021. 244 pages.
Irrespective of the legal sphere and type of care (primary, secondary, and continuing), providers must ensure that users receive quality healthcare through the efficient use of...
Building Consumer-Brand Relationship in Luxury Brand Management
Building Consumer-Brand Relationship in Luxury Brand Management
Paula Rodrigues, Ana Pinto Borges. © 2021. 318 pages.
Luxury is no longer a privilege of the high-net-worth individuals. It is now accessible to all. This has become possible because the essence of luxury has changed: from something...
New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?
New Luxury vs. Old Luxury: What Is the Definition of Luxury Brand?
Paula Rodrigues, Ana Pinto Borges. © 2021. 20 pages.
Understanding the concept of luxury and knowing what luxury means is still necessary and pertinent research because the definition of what luxury is has not proved to be...
The Importance of Happiness and Well-Being Experience in Health: The Case of Vidago Palace Thermal Spa
The Importance of Happiness and Well-Being Experience in Health: The Case of Vidago Palace Thermal Spa
Carlos Alberto Martins, Paula Rodrigues. © 2021. 21 pages.
This research explains the importance of happiness and well-being in unique health experience and the effect on satisfaction and loyalty in consumer's health thermal spa...
Consumer Decision Making From a Beloved Brand: The Aspirin Case
Consumer Decision Making From a Beloved Brand: The Aspirin Case
Ana Pinto Borges, Paula Rodrigues. © 2021. 15 pages.
The purpose of this study is to understand the main determinants that influence consumer decision-making processes applied to the purchase of the brand Aspirin. For this, a set...
Trust in E-Commerce: The Importance of the Experience and Relationship With This New Sales System – New Business Commerce
Trust in E-Commerce: The Importance of the Experience and Relationship With This New Sales System – New Business Commerce
Paula Rodrigues. © 2021. 18 pages.
E-commerce is a reality of the 21st century. This type of business is nothing more than the conversion of any offline business in its online version. Understanding the online...