Email: luisa.martinez@universidadeeuropeia.pt
Degree: Ph.D.
Scientific Area: Gestão
Affiliation: IPAM Lisboa
Category: investigador de instituição de ensino superior
ORCID: 00000-0002-5536-4042
Languages: Português e Inglês

Luisa M. Martinez is an Assistant Professor of Marketing at IPAM Lisboa, and Researcher at UNIDCOM/IADE in Lisboa, Portugal. She holds a PhD in Management from Universidade Europeia and a Post-graduation in Management from Nova School of Business and Economics – Universidade Nova de Lisboa. Master in Color in Architecture from Faculdade de Arquitetura – Universidade de Lisboa. Degree in Architecture from Universidade Lusíada de Lisboa. She has been teaching the following courses, included in the Marketing and Management Bachelors: Operational Marketing, Brand Management, Buying and Selling Behavior, Consumer Behavior, Introduction to Marketing, and Product Management.  

Her research interests include the influence of color on organizational and consumer behavior. Topics such as retail, packaging, children marketing, digital marketing, and well-being are considered. Her approach to research is interdisciplinary, as it incorporates diverse knowledge fields (e.g., management, marketing, psychology, design). Her research output has appeared in journals such as the Journal of Retailing and Consumer Services, and Sustainability Accounting, Management and Policy Journal. 

Dias, R., Martinez, L.F., & Martinez, L.M. (2021). How does the number of Instagram followers influence brand attitude: The role of purchase intention, perceived product quality, referrals, brand trust, and gender. In F. J. Martínez-López and D. López López (Eds.), Advances in Digital Marketing and eCommerce: Second International Conference, 2021 (pp. 121-128). Cham, Switzerland: Springer Proceedings in Business and Economics. ISBN [print]: 978-3-030-76519-4; ISBN [online]: ISBN 978-3-030-76520-0 
https://doi.org/10.1007/978-3-030-76520-0_13 

Leonardo, C., Martinez, L.M., & Ramos, F.R. (2021). Cor e tipografia em capa de livro: Emoções, atratividade e intenção de compra. Revista Brasileira de Expressão Gráfica, 9(1), 44-68. 

Neumann, H.L., Martinez, L.M., & Martinez, L.F. (2021). Sustainability efforts in the fast fashion industry: Consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal, 12(3), 571-590. 
https://doi.org/10.1108/SAMPJ-11-2019-0405 

Martinez, L.M., Rando, B., Agante, L., & Abreu, A.M. (2021). True colors: Consumers’ packaging choices depend on the color of retail environment. Journal of Retailing and Consumer Services, 59, 102372. 
https://doi.org/10.1016/j.jretconser.2020.102372 

Martinez, L.M., Gameiro, D., Martinez, L.F., Agante, L., & Abreu, A.M. (2020). The influence of colour in anthropomorphic packaging: Purchase intention and product attractiveness. Revista Portuguesa de Marketing | Portuguese Journal of Marketing, 19(37), 71-86. 

Medeiros, A.S., Martinez, L.F., & Martinez, L.M. (2020). Assessing the determinants of Millennials’ online protective behavior: How their protection motivation translates into actual use behavior. In F. J. Martínez-López and S. D’Alessandro (Eds.), Advances in Digital Marketing and eCommerce: First International Conference, 2020 (pp. 153-162). Cham, Switzerland: Springer Proceedings in Business and Economics. ISBN [print]: 978-3-030-47594-9; ISBN [online]: 978-3-030-47595-6.  
https://doi.org/10.1007/978-3-030-47595-6_20 

Martinez, L.M., Neves, T.V., & Martinez, L.F. (2020). The effect of web advertising visual design on online purchase intention: Insights on Generations Y and Z. In F. J. Martínez-López and S. D’Alessandro (Eds.), Advances in Digital Marketing and eCommerce: First International Conference, 2020 (pp. 130-140). Cham, Switzerland: Springer Proceedings in Business and Economics. ISBN [print]: 978-3-030-47594-9; ISBN [online]: 978-3-030-47595-6. 
https://doi.org/10.1007/978-3-030-47595-6_17 

Tarţa, C.P., Plăiaş, I., Martinez, L.F., & Martinez, L.M. (2020). The role of car aesthetics on consumers’ decisions: An example from Romania. Scientific Annals of Economics and Business, 67(1), 33-43.  
https://doi.org/10.2478/saeb-2020-0002 

Batista, J., Martinez, L.M., & Martinez, L.F. (2019). Eco-friendliness perception in packaging design: The importance of color, material and environmental claim. In E. Duarte & C. Rosa (Eds.), Senses & Sensibility’19: Lost in (G)localization. Proceedings of the UNIDCOM 10th International Conference (pp. 116-128). Lisboa: Edições IADE, Universidade Europeia. ISBN: 978-989-54829-3-1116-128 

Martinez, L.M., & Martinez, L.F. (2019). As marcas não se medem aos palmos: Alguns exemplos de brand scales. Psychology Now [Revista Psicologia na Actualidade], 45 (Abril-Maio-Junho), 139-150. 

Martinez, L.M., Silva, M., Martinez, L.F., & Abreu, A.M. (2018). Colour contrast in packaging and consumer product perception. In Proceedings of the International Colour Association (AIC) Conference 2018 – Colour &Human Comfort in Lisboa, Portugal, September 25-29 (pp. 353-360). Newtown, Australia: International Colour Association Incorporated. ISSN: 2617-2410, eISSN: 2617-2429. 

Bento, M.G., Martinez, L.M., & Martinez, L.F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services, 43, 234–241.  
https://doi.org/10.1016/j.jretconser.2018.04.003

Concluded

• Cristina Ribeiro. “Estratégia de endomarketing na qualidade dos serviços e satisfação do cliente”. Master Thesis, Master in Marketing Management, IPAM Lisboa. Defense July 23rd, 2021. 
• Mariana Raimundo. “Plano de comunicação integrada de marketing para um mercado alimentar da Auchan retail Portugal”. Master Thesis, Master in Marketing Management, IPAM Lisboa. Defense July 23rd, 2021.
• Juliana Nascimento. “Liderança transformacional e autoliderança como potenciadores de bem-estar em contexto de teletrabalho”. Master Thesis, Master in Marketing Management, IPAM Lisboa. Defense July 20th, 2021.
• Ana Catarina Meira. “O impacto de estratégias de marketing one-to-one na conversão e manutenção de adeptos em clubes de futebol”. Master Thesis, Master in Marketing Management, IPAM Lisboa. Defense July 19th, 2021.
• Paula Soares. “As cores do luto”. Master Thesis, Master in Design & Visual Culture, IADE – Universidade Europeia. Defense December 14th, 2020.
• Ana Sofia Ferreira Bento. “Visual elements in organic products communication: The impact of packaging material and color on consumer perception”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 24th, 2020. [Co-supervisor with Luis F. Martinez – Nova SBE] 
• Kathinka Juliana Weitzel. “The influence of complementary colors on consumer behavior in digital media: An application to an interior design e-commerce”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 24th, 2020. [Co-supervisor with Luis F. Martinez – Nova SBE] 
• Isabel Cruz. “Branding pessoal: A influência do design emocional no Curriculum Vitae”. Master Thesis, Master in Design & Advertising, IADE – Universidade Europeia. Defense January 17th, 2020. 
• Carolina Leonardo. “Influência da cor e da tipografia na atratividade da capa de um livro pelo consumidor”. Master Thesis, Master in Design & Advertising, IADE – Universidade Europeia. Defense January 17th, 2020.
• Ana Filipa de Almeida Pintassilgo. “Complementary and analogous colors in mobile advertising: The impact of color on advertisement memory and attitude toward the ad”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 23rd, 2019. [Co-supervisor with Luis F. Martinez – Nova SBE]
• Zuzanna Witkowska. “The influence of color contrast in packaging on consumer behavior”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense September 24th, 2018. [Co-supervisor with Luis F. Martinez – Nova SBE]
• Allison White. “Complementary colors and consumer behavior: Emotional affect, attitude, and purchase intention in the context of web banner advertisements”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense June 5th, 2018. [Co-supervisor with Luis F. Martinez – Nova SBE]
• Diana Isabel da Silva Paquim Gameiro. “The influence of color on anthropomorphic food packaging: Parents’ purchase intention, the attractiveness of a product and children’s gender”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 24th, 2017. [Co-supervisor with Luis F. Martinez – Nova SBE]
• Maria Margarida Bartolomeu Silva. “Color as a visual cue: How does package color affect consumers’ perceptions?”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 24th, 2017. [Co-supervisor with Luis F. Martinez – Nova SBE]
• Marisa Isabel dos Santos Garcia Bento. “How different generations contact and search for brands on Social Media? Comparing Gen X and Y”. Direct Research Work Project [Master Thesis], Master in Management, Nova School of Business and Economics. Defense January 18th, 2016. [Co-supervisor with Luis F. Martinez – Nova SBE]  

Other academic activities:

Editorial Board member for the following Academic Journal: 
Revista de Administração IMED

Ad-hoc reviewer for the following Academic Journals [alphabetical order]:  
Journal of Consumer Behaviour 
Journal of Consumer Marketing 
Journal of Retailing and Consumer Services 
Spanish Journal of Marketing 

Ad-hoc reviewer for: University Forum for Human Resource Development Annual Conference 2018, June 6th-8th. Newcastle Business School, Northumbria University, UK. Reviewer of Abstract submissions.

AIC Lisboa 2018, September 25th-29th Interim Meeting on Color and Human Comfort (Association Internationale de la Couleur | APC – Portuguese Color Association). Member of the Organizing Committee.