Dr. Ana de Sousa | Consumer Behaviour | Best Researcher Award

Dr. Ana de Sousa | University of Aveiro | Portugal

Dr. Ana de Sousa is a full researcher at the Research Unit on Governance, Competitiveness and Public Policies at the University of Aveiro in Portugal and an invited professor of Research Methodologies at the Polytechnic Institute of Santarém. She holds a PhD in Marketing and Strategy from the University of Minho, a Postdoctoral degree in Consumer Behaviour from COMEGI at Universidade Lusíada, as well as advanced degrees in Marketing, Business Administration, Business Management and Psychology. Her research focuses on consumer–brand relationships in luxury, tourism, hospitality, cultural heritage, digital transformation and the metaverse, with publications in high-impact international journals and contributions to books and conferences. She has supervised and examined numerous master’s theses, participated in European projects such as COST Arkwork, and served on scientific and organizing committees of academic events and journals. Recipient of multiple best paper awards, she continues to contribute actively to advancing knowledge in marketing and consumer behaviour.

Publication Profile

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Education

Dr. Ana de Sousa has pursued an extensive and multidisciplinary academic journey that bridges psychology, business, and marketing, forming the foundation of her expertise in consumer behaviour and strategic management. She earned her Licentiate degree in Psychology from the Faculty of Psychology and Educational Sciences at the University of Porto, followed by a Licentiate degree in Business Management from the Instituto Superior de Administração e Gestão, where she graduated with distinction. Her strong interest in organizational and commercial strategy led her to complete a Postgraduate Diploma in General Management at Porto Business School with a high classification. She further specialized with an Integrated Master’s degree in Commercial Direction and Marketing at the Instituto Superior de Administração e Gestão, where her dissertation explored the challenges of brand management in times of recession. Culminating her academic path, she achieved a Doctorate in Marketing and Strategy from the University of Minho with the thesis “The Country Image: Pride or Prejudice?” awarded with the classification of Muito Bom.

Teaching in Higher Education

Dr. Ana de Sousa has contributed significantly to higher education through her teaching and academic engagement in leading Portuguese institutions. As a visiting teacher at the Instituto Superior de Gestão and the Polytechnic Institute of Santarém, she shared her expertise in research methodologies and business-related subjects, supporting the development of future professionals and researchers in administration and governance. Her role was further enriched through her association with the Research Unit on Governance, Competitiveness and Public Policies at the University of Aveiro, where she combined teaching with research to strengthen the link between academic knowledge and practical application. Earlier, she served as a visiting teacher at the Instituto Superior de Contabilidade e Administração de Aveiro, where she taught in the fields of accounting, administration, and management, contributing to the academic growth of students in applied sciences. Her teaching experience reflects a dedication to bridging theory and practice while inspiring academic excellence.

Awards and Recognition

Dr. Ana de Sousa has been distinguished for her outstanding scholarly contributions with multiple international accolades. She received consecutive Best Paper Awards from the Korea Distribution Science Association during international conferences held in Vietnam, highlighting the consistent quality and originality of her research. Each of these awards was accompanied by a scholarship valued at five hundred US dollars, reflecting both recognition and encouragement for her academic excellence. These achievements underscore her ability to produce impactful research that resonates within the global academic community, particularly in the fields of marketing, consumer behaviour, and strategy. The repeated acknowledgment of her work over successive years demonstrates her commitment to advancing knowledge and her capacity to address complex issues with innovative approaches. These awards not only signify her individual success but also contribute to enhancing the visibility of Portuguese scholarship in international research arenas.

Research Focus

Dr. Ana de Sousa research spans diverse yet interconnected fields within marketing, consumer behaviour, and tourism studies, with a strong emphasis on the intersection of culture, technology, and brand dynamics. Her work explores consumer–brand relationships, focusing on authenticity, brand love, and loyalty in both traditional and emerging markets such as craft beer, masstige brands, and celebrity chef branding. She has made significant contributions to the study of country image, cosmopolitanism, and ethnocentrism, particularly in shaping purchase, visit, and investment intentions, linking consumer psychology with international marketing and nation branding. In recent years, her research has expanded into digital transformation and technological adoption, addressing the role of artificial intelligence, virtual tourism, and cryptocurrency in reshaping consumer experiences and business models. She also examines sustainability and resilience in tourism, highlighting community perspectives in times of crisis. Collectively, her research demonstrates an interdisciplinary approach bridging marketing strategy, cultural heritage, and digital innovation.

Publication Top Notes

Cryptocurrency adoption: a systematic literature review and bibliometric analysis
Year: 2022
Citations: 66

Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands
Year: 2022
Citations: 52

Cultural heritage and nation branding–multi stakeholder perspectives from Portugal
Year: 2022
Citations: 49

Exploring masstige brands’ antecedents and outcomes
Year: 2024
Citations: 48

A citation and co-citation bibliometric analysis of omnichannel marketing research
Year: 2022
Citations: 40

Conclusion

Dr. Ana de Sousa is highly suitable for the Research for Best Researcher Award. Her strong academic background, impactful research, international collaborations, and recognition through awards position her as an outstanding candidate. With her continued dedication and expanded research scope, she is well placed to make further significant contributions to the global academic and professional research community.