Email: fernando.santos@ipam.pt
Degree: Doutoramento
Scientific Area: Gestão
Affiliation: IPAM Porto
Category: Professor Adjunto
ORCID: 0000-0001-9491-4505
Awards: 2017 ABCD Reviewing Award, Organization and Management Theory Division fo the Academy Management
Languages: Português, Inglês 
Research Interests: Gestão do Design, Gestão da Marca, Legitimidade, Semiótica

Fernando Pinto Santos é Professor-Adjunto e Director do Mestrado Global em Marketing, no IPAM Porto. É doutorado em Gestão pela Aalto University, na Finlândia, com parte do seu doutoramento realizado na Universidade de Stanford. Tem também um Mestrado em Marketing (IPAM), outro em Design (Universitat de Barcelona), assim como cursos executivos e de pós-graduação em gestão de marcas e marketing, em diversas escolas, como a London Business School. Fernando tem uma vasta experiência internacional como empreendedor e gestor de marcas em empresas de diferentes sectores, tendo vivido e trabalhado em países como China, E.U.A. e Reino Unido.

Journal articles

2021

Santos, Fernando Pinto (2021). Showing legitimacy: the strategic employment of visuals in the legitimation of new organizations. Accepted for publication at Journal of Management Inquiry.

Rindell, Anne & Santos, Fernando Pinto (2021). What makes a corporate heritage brand authentic for consumers? A semiotic approach. Journal of Brand Management

2016

Santos, Fernando Pinto; Burghausen, Mario & Balmer, John M. T. (2016). Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands. Journal of Brand Management, 23(1): 67-88.

2015

Rindell, Anne; Santos, Fernando Pinto & Lima, Ana Pinto (2015). Two sides of a coin: connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management 22(5): 467- 484.

2013

Santos, Fernando Pinto (2013). Brands as semiotic molecular entities. Social Semiotics 23(4): 507-516.

2012

Santos, Fernando Pinto (2012). The semiotic conception of brand and the traditional marketing view. Irish Journal of Management 32: 95- 108. 

2011

Santos, Fernando Pinto & Soares Marques, Ana. (2011). The importance of the consumption of semiotic signs for the competitiveness of the tourist destinations. European Journal of Tourism Hospitality and Recreation, 2(2), 105-113.

Book Chapters (peer-reviewed)

2019

Santos, Fernando Pinto (2019). Websites and the legitimation of new ventures: embracing conformity and distinctiveness. In: Materiality and Institutions, edited by Eva Boxenbaum, Bernard Leca, François-Xavier de Vaujany and Anouck Adrot. Palgrave MacMillan

2015

Santos, Fernando Pinto (2015). Product and brand management: Towards a renewed modernism? In Desma Avenues: Reflections on Design + Management. ArtMonitor / University of Gothenburg. 95-104.

2013

Santos, Fernando Pinto (2013). Design management and meaning. In Karolina Jakite (Ed.) Nida International Design Management Seminar and Workshop Papers. Vilnius: Vilnius Academy of Arts. 35-39.

Articles in Conference proceedings (peer-reviewed)

2019

Santos, Fernando Pinto & Nogueira, Mafalda (2019). Websites as Spaces of Confluence: Narratives and the Pursuit of Legitimacy. In Marketing and Smart Technologies, edited by Rocha, Álvaro; Reis, José Luís; Peter, Marc K. and Bogdanović, Zorica. Proceedings da ICMarkTech 2019. Springer. 29-37. 

2017

Santos, Fernando Pinto (2017). Storytelling, discursive strategies and resource acquisition: a new venture in the game industry. Academy of Management Meeting, August 4-8, Atlanta, Georgia, USA.

2016

Santos, Fernando Pinto (2016). The mobile game industry in Finland: the materiality of institutional logics. 6th Organizations, Artifacts and Practices (OAP) Workshop - Materiality and Institutions in Management and Organization Studies. June 23-24 2016, Nova School of Business and Economics, Lisbon, Portugal. 

2015

Santos, Fernando Pinto, Benker, Andreas & Lehtonen, Miikka J. (2015). The role of design in the repositioning of a corporate brand. 11th European Academy of Design Conference. April 22-24, Paris Descartes University, France.

Santos, Fernando Pinto & Rindell, Anne (2015). Authenticity and Corporate heritage brands. 5th International Corporate Heritage Symposium. March 25-26, Brunel University, London, United Kingdom.
 
Burghausen, Mario & Santos, Fernando Pinto (2015). Exploring corporate material design heritage as strategic resource for corporate marketing. 5th International Corporate Heritage Symposium. March 25-26, Brunel University, London, United Kingdom.

2014

Santos, Fernando Pinto & Morillo, Marta (2014). Materiality, design and brand management. 19th DMI: Academic Design Management Conference. 2-4 September London College of Fashion, London, United Kingdom.

Santos, Fernando Pinto & Karjalainen, Toni-Matti (2014). Organizations and marketing innovation through trademarks: a study of Finnish companies. 30th European Group For Organizational Studies (EGOS) Colloquium. July 3-5 Rotterdam School of Management, Rotterdam, The Netherlands.

Karjalainen, Toni-Matti & Santos, Fernando Pinto (2014). Brands, materiality, and organizational ordering. 30th European Group For Organizational Studies (EGOS) Colloquium. July 3-5 Rotterdam School of Management, Rotterdam, The Netherlands.
Rindell, Anne; Santos, Fernando Pinto & Strandvik, Tore (2014). Corporate brand heritage articulated through design: exploring influences on country image. 4th International Symposium on Corporate heritage, Corporate heritage brands and Identities, History and Nostalgia. June 5-6, Hanken School of Economics, Helsinki, Finland.

Santos, Fernando Pinto, Rindell, Anne & Lima, Ana Pinto (2014). Heritage and the quest for authenticity. 9th Global Brand Conference of the Academy of Marketing’s Brand, Corporate Identity and Reputation Special Interest Group. April 9-11, University of Hertfordshire, Hertfordshire, United Kingdom.

2013

Santos, Fernando Pinto & Karjalainen, Toni-Matti (2013). Design Management as the hub of meaning in organizations. Cambridge Academic Design Management Conference. September 4-5, University of Cambridge, Cambridge, United Kingdom.

Santos, Fernando Pinto & Karjalainen, Toni-Matti (2013). Meaning management in organizations through branding. 29th European Group For Organizational Studies (EGOS) Colloquium. July 4-6, HEC Montréal, Montréal, Canada.

Santos, Fernando Pinto (2013). Meaning oriented brands. 10th European Academy of Design Conference. April 17-19, University of Gothenburg, Gothenburg, Sweden.
 
Santos, Fernando Pinto & Karjalainen, Toni-Matti (2013). Graphic design history of brand as key strategic element. 10th European Academy of Design Conference. April 17-19, University of Gothenburg, Gothenburg, Sweden.

Santos, Fernando Pinto; Burghausen, Mario & Balmer, John M. T. (2013). Discovering and strategically activating brand heritage. Third International Symposium on Heritage, History and Nostalgia. March 7- 8, Jönköping International Business School, Jönköping, Sweden.

Santos, Fernando Pinto & Lima, Ana Pinto (2013). Leveraging brand communities with deep-layered meanings. 12th International Marketing Trends Conference. January 17-19, ESCP Europe, Paris, France.

2012

Santos, Fernando Pinto (2012). The three dimensions of corporate reputation as a perceptual representation. 41st European Marketing Academy Conference. ISCTE-IUL Lisbon U. Institute, Lisbon, Portugal

Marques, Ana Paula & Santos, Fernando Pinto (2012). A place that no longer exists: rural housing tourism as the search for the myth-place. 41st European Marketing Academy Conference. ISCTE-IUL Lisbon University Institute, Lisbon, Portugal.

2011

Santos, Fernando Pinto & Marques, Ana Paula (2011). The tourist experience - a semiotic approach. International Conference on Tourism & Management Studies. Univ. do Algarve, Faro, Portugal.

Santos, Fernando Pinto & Marques, Ana Paula (2011). The semiotician tourist. Advancing the Social Science of Tourism Conference. University of Surrey, Surrey, United Kingdom.

Santos, Fernando Pinto (2011). Homo Meaningus: consumers as gatherers of meaning. 40th European Marketing Academy Conference. University of Ljubljana, Ljubljana, Slovenia.

Santos, Fernando Pinto & da Silva, Rui Vinhas (2011). Semiotic perspectives for brand management. 7th Global Conference of the Academy of Marketing Brand. Corporate Identity and Reputation SIG. Oxford University, Oxford, United Kingdom.

Santos, Fernando Pinto (2011). The consumption of brands through semiotic signs. Thought Leaders International Conference in Brand Management. Università della Svizzera italiana, Lugano, Switzerland.

Santos, Fernando Pinto (2011). The semiotic conception of brand and the implications for corporate and brand management. International Colloquium on Corporate Branding, Identity, Image and Reputation. Zurich University of Applied Sciences and Warwick Business School, Zurich, Switzerland 

10.2021 Regina Peixoto. 'Exploring Generation Y’s Attitude And Behaviour Towards Cruelty-Free Cosmetics. Global Master in Marketing'. IPAM Porto.

09.2021 Joana Azinheira.’Creative Teaching Methods In Marketing Higher Education: A Case Study of A Portuguese Marketing School’. Global Master in Marketing. IPAM Porto, Portugal.

07.2021 Catarina Negrão. ‘The Influence of Content Marketing and Social Media on the followers of Private Hospitals pages’. IPAM Porto, Portugal.

07.2021 Catarina Pinto. ‘Understanding online impulsive buying behavior In The Fashion Industry’. IPAM Porto, Portugal.

07.2021 Francisca Campos. ‘E-Loyalty among Millenials How Millennials develop their loyalty towards Fashion Brands that sell Online’. Global Master in Marketing. IPAM Porto, Portugal.

02.2021 Mariana Rodrigues. ‘O marketing de conteúdo nas redes sociais: Um estudo sobre empresas da Indústria de móveis e artigos de decoração’. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

02.2021 Nádia Almeida. ‘Os social media influencers e a estratégia de comunicação das marcas automóveis. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

02.2021 Gonçalo Paiva. ‘A Comunicação Multimédia no Marketing Interno: O Caso do Grupo Salvador Caetano’. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

02.2021 Isabel Maria Moura Guimarães Santoalha, ‘Gestão estratégica de marcas Born Global. Estudos de caso nos sectores do calçado e do vestuário portugueses.’ Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

09.2020 Inês Mendes Carneiro Vieira, ‘Digital Influencers e os seus seguidores: o Personal Branding que nasce online’. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

09.2020 Tomás Luís Sousa da Cunha Oliveira, ‘Pursuing a new international luxury segment The case of Ferreira de Sá Rugs’. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

09.2020 Beatriz Laranjeira Sousa Silva, ‘O Marketing Experiencial e o Comportamento do Consumidor na prática de um desporto emergente e de sucesso: estudo de caso o Padel em Portugal’. Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

09.2020 Mara Sofia Xavier Martins, ‘A importância de uma estratégia de reposicionamento de uma marca de um canal televisivo: Estudo de caso canal generalista SIC.’ Mestrado em Gestão de Marketing, IPAM Porto, Portugal.

05.2019 Krista Kärki,
’Cut the Gap. Narrowing the gap between ideal and perceived brand identity by design management tools.’ IDBM Master. Aalto University School of Arts, Design and Architecture, Finland.

05.2018 Jaakko Nikkola, ‘Strategies of Openness. Introducing openness as a driver for more flexible product aesthetics.’ IDBM Master. Aalto University School of Arts, Design and Architecture, Finland.

05.2017 Riina Partanen, ‘Opportunities and challenges of digital marketing activities in a company under transition from a product-centric to a customer-centric business approach.’, IDBM Master. Aalto University School of Business, Finland.

05.2017 Jenny Gyllander, ‘How do venture capital firms brand themselves in an increasingly competitive landscape?’, IDBM Master. Aalto University School of Business, Finland.

05.2017 Chuqiao Yu, ‘Developing a framework for social media content and functions - Finnair in Chinese market’, IDBM Master. Aalto University School of Business, Finland.

05.2017 Kritsantonis Miltiadis, ‘Brand authenticity and design’, IDBM Master. Aalto University School of Business, Finland.