About Universidade Lusíada

The Universidade Lusíada, founded in 1986, is one of the oldest Portuguese private universities and is a historical reference in the movement that boosted, consolidated and valued private education in the Portuguese university system. From very early on it gained a national and international dimension, operating university centres in the two main Portuguese cities (Lisbon and Porto) and also in the northern city of Vila Nova de Famalicão, where it set up an essentially technological university centre. Today, in a world faced with vertiginous transformations of social and economic scope, the new society requires professionals with high cultural, scientific and technical levels that only higher education can provide. And the Universidade Lusíada, wanting to respond to these demands, as well as to satisfy legitimate aspirations of personal fulfilment, could not disappoint the expectations of those who are seeking them. Therefore, for the Universidade Lusíada education does not end in a classroom, because we understand that university education cannot be reduced to a mere technical instruction oriented to the performance of a profession. That would mean renouncing education in itself.



The Research Centre in Organisations, Markets and Industrial Management (COMEGI - Centro em Organizações, Mercados e Gestão Industrial) is a research unit dedicated to developing advanced and innovative research in the areas of Management, in accordance with the strategy defined for the Universidade Lusíada itself, whose objective is to promote research at a higher level through a solid scientific base.
This research unit - COMEGI - arises from the previous research centre existing in Universidade Lusíada - Centro Lusíada de Investigação e Desenvolvimento em Engenharia e Gestão Industrial (CLEGI) - dedicated only to Industrial Management. This restructured unit is thus an essential instrument in the strategy defined for the Universidade Lusíada itself with the aim of increasing advanced research in the area of Management Sciences. COMEGI's mission is to develop advanced and innovative research in order to obtain new results in the main challenges of modern Management Sciences.




International Workshop in Marketing - IWM 2022

The first International Marketing Workshop to be held by COMEGI is part of the strategy of internationalisation and dissemination of scientific work carried out by its researchers, in the field of Marketing. Its main objective is the dissemination of academic work in Marketing, as well as the exchange of knowledge between international researchers. Under the theme "Sustainability and Resilience" it is intended to be an international meeting where marketing scientific papers bring insights on the chosen theme and help to share and disseminate knowledge.


Paula Rodrigues
Ana Sousa:


Keynote & Invited Speakers
Paul, Justin
Visiting Professor- University of Reading Henley Business School, England & Professor, University of Puerto Rico, San Juan, PR, USA

Dr Justin Paul, is the Editor-in-chief of A ranked International Journal of Consumer studies (Cite Score 7.2). He is ranked among the world's top 0.1% highly cited researchers by Web of Science with citations increasing at 500 per month with an H Index 47.

A former faculty member with the University of Washington, he serves as Professor of PhD & MBA programs, University of Puerto Rico, USA and holds an honorary Visiting Professor title at Henley Business school, University of Reading, England.

Dr. Paul introduced the Masstige model and measure for brand management, CPP Model for internationalization, SCOPE framework for Small firms, 7-P Framework for International Marketing and TCCM Framework for literature reviews.

He holds titles as 'Distinguished Professor' with three reputed universities including- Indian Institute of Management-Kerala, SIBM, Pune & MS University. In addition, he has taught full courses at Aarhus University- Denmark, Grenoble Eco le de Management-& University of Versailles -France, University-Lithuania, Warsaw -Poland and holds/ has held a visiting professor position at University of Chicago, Vienna University- Austria, Fudan & UIBE-China, UAB- Barcelona and Madrid.

He has published three best selling case studies with Ivey & Harvard.He is known as an author/co-author of books such as Business Environment (4th ed), International Marketing, Services Marketing, Export-Import Management (2nd edition), Management of Banking & Financial Services by McGraw-Hill, Oxford University Press & Pearson respectively.

Michaut, Anne
Associate Dean for Education Track and Pedagogy - HEC Paris, France

Anne Michaut received a Ph.D. in Social Sciences from Wageningen University, where she also received a M.Sc. degree in Marketing and Consumer Behavior. She also holds an agronomics engineering degree. Prior to joining HEC Paris, she worked on innovation process methods and new product adoption processes at Unilever, which funded her PhD research. Her current research interests are in the field of luxury, focusing on the perception of luxury, sustainable development, entrepreneurship and client experience. Her work has been published in Journal of Product Innovation Management, Journal of Brand Management, or Journal of Brand Strategy, and she has contributed to edited books.

At HEC Paris, she teaches in the Grande Ecole, MBA, Executive MBA, and Executive Education programs. Her teaching covers varied topics about Luxury Management as well as Innovation Marketing. She has collaborated with multiple companies in her teaching, such as L’Oréal, McKinsey&Company, Orange, Michelin, AT Kearney, Kering and LVMH. She was the academic director of the Advanced Management Program in fashion and Luxury, jointly developed with IFM and Tsinghua SEM in China (2008-2015). She is now the Director of the LVMH Academic Chair; she works on developing HEC Paris’ excellence in teaching in the field of Luxury.

Veloutsou, Cleopatra
Professor of Brand Management - University of Glasgow Scotland, UK

Cleopatra Veloutsou is a Professor of Brand Management in the University of Glasgow Adam Smith Business School in the UK. She holds an MBA and was awarded a PhD from the Athens University of Economics and Business in Greece. She is the Cluster Lead for the Marketing and she is the Convener of the MSc in International Strategic Marketing.

Her primary research interest is on Brand Management. She has also worked in Relationship Marketing and Marketing Communications. Cleopatra has published over 40 articles in Academic Journals and her work has appeared in outlets such as International Journal of Advertising, the International Marketing Review, the Journal of Brand Management, the Journal of Business and Industrial Marketing, the European Journal of Marketing, the Journal of Business Research, the Journal of Industrial Marketing Management, the Journal of Marketing Management, the Journal of Product and Brand Management and the Journal of Services Marketing. She has been awarded the Highly Commended Award for her paper published in the European Journal of Marketing in 2005, the Outstanding Paper Award for her paper published in the Journal of Product & Brand Management in 2015, the best paper award at the Global Brand Conference in 2016 and she has been a co-investigator of a ESRC grant (2009-2011) on Brand Equity.

Cleopatra is one of the two Editors in Chief of the Journal of Product and Brand Management and she sits on the editorial board of a number of international academic journals, including the European Journal of Marketing, the Journal of Brand Management, Journal of Services Theory and Practice, and the Journal of

Financial Services Marketing. She has also guest edited issues of the Journal of Business Research, the Journal of Brand Management and the European Journal of Marketing. She has been very active in conference organisation, either as a member of the academic committee, or as the Chair of conferences.

She is teaching primarily Brand Management, Marketing Communications, Marketing Management and Management Research Methods at all levels.

web page

Video with main research interests

Executive Committee

Luís Valadares Tavares (COMEGI, UL – Portugal)

Paula Rodrigues (UL – Porto and V.N.Famalicão, and COMEGI - Portugal)

Scientific Committee

Luís Valadares Tavares (COMEGI, UL – Portugal)

Paula Rodrigues (UL – Porto and V.N.Famalicão, and COMEGI - Portugal)

Carlos Martins (UL – Porto and V.N.Famalicão, and COMEGI – Portugal)

Ana Sousa (COMEGI – UL – Portugal)

Ana Pinto Borges (ISAG, CICET-FCVC and COMEGI – Portugal)

Elvira Vieira (ISAG, CICET-FCVC and UNIAG– Portugal)

Isabel Cantista (COMEGI, UL – Portugal)

Mónica Gómez-Suárez (Universidad Autónoma, Madrid, and COMEGI - Spain)

Sandra Loureiro (ISCTE and BRU, Portugal)

Ana Brochado (ISCTE and BRU, Portugal)

Amélia Brandão (FEP-UP, Portugal)

Aaron Ahuvia (University of Michigan-Dearborn, USA)

Marc Fitschering (Rollins College, Florida, USA)

Helena Nobre (Universidade de Aveiro, Portugal)

Carlos Brito (FEP-UP, Portugal)

Muhammad Junaid (COMEGI, Pakistan)

Ilias Kapareliotis (The American College of Greece; Greece)

Justin Paul (University of Puerto Rico, USA)

Rajeev Batra (University of Michigan, USA)

Costas Assimakopoulos (Technological Educational Institute of Thessaloniki, Greece)

Joseph Hair (University of South Alabama, USA)

Ana Maria Soares (Universidade do Minho, Portugal)

Anna Carolina Boechat (Lusíada, Portugal)

Carlos Flavian (Universidad Zaragoza, Spain)

Ester Ortiz Martínez (Universidad de Murcia, Spain)

Helene Cristini (International University of Monaco, Monaco)

Jorge Remondes (ISVOUGA, Portugal)

Sílvia Faria (Portucalense, Portugal)

Anna Carolina Boechat (Universidade Lusíada and COMEGI, Portugal)

Caroline S.L. Tan (University of Tsukuba, Japan)

Cleopatra Veloutsou (University of Glasgow, UK)

Paulo Cardoso (UL - Porto and V.N. Famalicão, and COMEGI, Portugal)

Paulo Ramos (UL - Porto and V.N. Famalicão, and COMEGI, Universidade Fernando Pessoa, Portugal)

George Balabanis (Cass Business School, City University, UK)

Pedro Rodrigues (UL- Porto e V. N. Famalicão, COMEGI)

Joel Vaz (UL - Porto e V.N. Famalicão, COMEGI)

Jorge Figueiredo (UL - Porto e V.N. Famalicão, COMEGI)

Salvador Marín (PhD. President of the European Federation of Accountants and Auditors for Small and Medium-Sized Enterprises, Spain)
Sandrina Teixeira (ISCAP-IPP, Portugal)
Ana Lima (ISCAP-IPP, Portugal)
José Alberto Claro (Universidade Federal de São Paulo, Brasil)
Maria de Lurdes Rocha da Fonseca Torres (ISVOUGA, Portugal)
Bruno Sousa (IPCA, Portugal)
Carolina Afonso (ISEG, Portugal)
Andreia Silva (ISVOUGA, Portugal)
António Azevedo (Universidade do Minho, Portugal)
Madalena Eça de Abreu (ISCA-Politécnico de Coimbra, Portugal)
Alexandra Malheiro (IPCA, Portugal)
Sara Santos (ISCA - Universidade de Aveiro, Portugal)

Organizing Committee

Paula Rodrigues

Ana Pinto Borges

Ana Sousa

João Rocha

Isabel Barbosa

Clara Madeira



May 13, 2022



The theme of the 1st Workshop in Marketing is ‘Sustainability and Resilience’, which encourages marketing scholars to explore and examine the threads of marketing management. We call for short papers and papers which challenge and develop marketing theory through a range of methods, techniques, and approaches. We welcome Competitive Short Papers (1000 words including references) and Papers which focus on a range of methodological, pedagogical, and impactful issues, including more traditional aspects of marketing focus on the sustainability and resilience of the business. We particularly encourage the submission of cutting-edge research on marketing.

All contributions are most welcomed!



The thematic scope of the workshop and practical issues into the areas of marketing due the challenges of the business sustainability and resilience. Scholars and practitioners are invited to submit for consideration abstract/short papers related to the following topics:

1. Innovation, Management and Technology
2. Digital Marketing & Immersive Technologies,
3. e-business/e-commerce,
4. AI and machine learning in marketing
5. Consumer Behaviour
6. The Impact of Social Media Influencers on Consumers
7. Consumer-brand Relationships
8. Consumer well-being
9. Consumer and brand experience
10. Branding and Brand Management
11. Brand Equity
12. Brand Authenticity
13. Brand Engagement
14. Luxury and Masstige Brand
15. Tourism, Hospitality & Destination Branding
16. Marketing Strategy
17. Sales management
18. Retail and service management
19. Emerging (digital) technologies and business models
20. Marketing Communication
21. Digital and Social Media Marketing
22. Advertising
23. Promotion
24. Power of word-of-mouth
25. Circular economy as a marketing priority
26. Pricing
27. Service marketing
28. International and cross-cultural marketing
29. Gastronomic/food and wine marketing
30. Public Sector and Non-profit Marketing
31. Health Marketing
32. Fashion Marketing
33. Event Marketing
34. Tourism, Hospitality & Destination Marketing



IWM2022 will enable both face-to-face and virtual participation in the Workshop. Participants are invited to submit papers in two modalities: full paper and extended abstract. All papers and abstracts will be subject to a peer-review process. Accepted papers presented at the workshop will be published as an e-book on a USB flash drive, which will be made available to participants at the beginning of the event.

The e-book will be submitted for indexing in Google, EBSCO, and Web of Science (Clarivate Analytics).


Publication Opportunities

All the accepted papers will have the opportunity for a possible publication in one of these Journals: International Journal of Marketing, Communication and New Media - Web of Science (Emerging Sources Citation Index, Clarivate Analytics) http://u3isjournal.isvouga.pt/index.php/ijmcnm Spanish Journal of Marketing - SJM-ESIC is abstracted and indexed by: Cabell's Directories, Carhus Plus+, CIRC,  CrossRef, DIALNET PLUS, DICE, Directory of Open Access Journals (DOAJ), EBSCO Discovery Service, European Reference Index for the Humanities and the Social Sciences (ERIH PLUS), E-Revistas, Google Scholar, ICI Journals Master List, ÍnDICEs – CSIC, IN-RECS, ISOC (CSIC), ISSN Directory of Open Access Scholarly Resources (ROAD), LATINDEX 2.0, Health Research Premium Collection (ProQuest), Healthcare Administration Database (ProQuest), ProQuest Central, ProQuest Central Basic (Korea), ProQuest Central Essentials, ProQuest Central Student, Publicly Available Content Database (ProQuest), RESH, Scientific Indexing Services, Scopus, Summons (ProQuest), WorldCa.


Ethics & Responsibility

Authors agree to abide by the following terms and conditions associated with submitting a short paper for the IWM2022 Workshop:

1. The deadline for submission of abstract is Midnight GMT 30 January 2022. All short papers/papers will be independently reviewed. Authors should ensure that their names or any author-identifying information are not included in the text of their submission. The language of the workshop is English, and all papers should be in English.

2. All short papers/papers submitted should follow the submission guidelines provided in relation to references. All author and co-author details will be inputted as part of the online submission form and the Organizing Committee will only contact the author who submitted the short paper.

3. The decision of the IWM2022 Workshop Chairs in relation to the acceptance of the short papers/papers is final.

4. Authors will be notified of acceptance or rejection and provided with feedback as soon as the review process has been completed.

5. By submitting a short paper/paper to be reviewed, the author(s) are indicating that at least one of the authors will attend the workshop and present the short paper/paper. Any short papers/papers not represented by an author/co-author will not be published in the Workshop Proceedings.

6. All attendant presenters must register for the IWM2022 Workshop and pay the registration fee by the required date (15 April 2022) or their short paper/paper will be withdrawn.

7. Successfully refereed short papers/paper will be published in the IWM2022 Workshop Proceedings. The Workshop Proceedings are registered with an ISBN. The Workshop Proceedings will be submitted to indexation at EBSCO, Web of Science (Clarivate Analytics), and SCOPUS (Elsevier).


By submitting your short paper/paper (Contribution) to the IWM2022 Workshop you warrant that the Contribution will be original, will not violate or infringe any existing copyright or other right (of whatever nature) of any third party; will contain nothing obscene, blasphemous, defamatory, misleading or otherwise unlawful; and will contain no factual statements which are not true or based upon generally accepted research practices; and you further warrant that you have full power to enter into this Agreement.

Copyright in the Workshop Proceedings is with the IWM2022 Workshop. Authors retain the rights to their individual short papers/papers included in the proceedings, and by submitting their work for presentation at the Workshop, authors grant a royalty-free, non-exclusive license to the IWM2022 Workshop to reproduce the Contribution throughout the world in all forms (present, future, and contingent, and including all renewals, extensions, revivals, and all accrued rights of action). The IWM2022 Workshop will have the right, where we consider it necessary, to revise, edit, amend, and correct the Contribution in the interests of the relevance, consistency, and quality of the style and content of the Proceedings as a whole. The IWM2022 Workshop will have the right to decline to publish the Contribution if, for any reason, it fails to meet with our full satisfaction. The IWM2022 Workshop, Lusíada University, their publisher, and staff take no responsibility and accept no liability whatsoever for the accuracy, impact, or consequences of any paper published in the workshop proceedings, whether refereed or not. Papers reflect the authors' opinions, not those of the IWM2022 Workshop, Lusíada University, their publisher, or their staff.

Authors Information


All papers must be submitted online via the IWC2022 website.

These must be:

• Original.

• A maximum of 1000 words long (including references) for short papers and a maximum of 8000 words long (including references) for papers.

• References must be presented in APA 7 (American Psychological Association) Style.

• Papers accepted for Oral Presentation will be delivered as a 15-minute presentation as part of a themed session.

• Authors should ensure that their names or any other author-identifying information are not included in the text of the paper.

• Authors will be asked to provide additional information as part of their submission to clarify the stage of their research e.g., conceptualization, methodological development, data collection, data analysis, theoretical development, or if their competitive short paper is a summary of a fully completed paper.

• Authors will be asked to provide keywords for their submission.

• Authors may submit no more than 3 papers in total.

• The details of all authors must be entered into the online system. Communication will only be with the submitting author. When submitting, please complete all the registration fields and use the same email address consistently as this is the only way the system can contact you.

• Please indicate if the submitting author is a Ph.D. Student.

• The submitting author will be asked to warrant that they have the authority of their co-author(s) to submit the short paper and that they have read and agree to the workshop Terms and Conditions, available in this document.

• Submissions will be reviewed, and feedback provided to author(s).


Abstract Template Download


Paper Template Download



Important Dates


Notification: 9 March 2022 Short Paper/Papers submission: 15 April 2022 Acceptance Notification: 22 April 2022 Early Bird rate deadline: 25 April 2022 Final registration date: 30 April 2022 Workshop date: 13 May 2022


Workshop fees


Academics (authors and co-authors): 145€
Ph.D. Candidates, Master students and virtual attendees 75€
Early registration (until 25 April): 95€

Academics, Ph.D. Candidates and Master Students fee includes:
Workshop attendance, workshop proceedings (in electronic form), certificate of participation, lunch, and coffee breaks.



Online Submission





Online Registration





Final programme


Workshop Venue

Workshop Location