Email: carmo.leal@universidadeeuropeia.pt
Degree: Phd
Scientific Area: Marketing
Affiliation: Universidade Europeia

Category: Professor Auxiliar
ORCID: 0000-0002-9606-2219 

Awards: Honorable Mention Silva Leal Award - 2014
Languages: Portuguese and English

Carmo Leal is currently a lecturer at the European University, where she teaches severalcourses in the area of Marketing and Digital Marketing in undergraduate and masters programs.She is also a visiting professor at ISCTE-IUL, where she teaches Social Marketing in the post-graduation course of Social and Solidarity Economy.Her area of research has been predominantly in the area of sports marketing and socialmarketing.Carmo Leal has a PhD from ISCTE, with a thesis on Branding in social economy companies. Hermaster's thesis, at the Catholic University, also focused on the area of branding.She participates in several executive training programs and works as a trainer in the area ofsocial marketing. 

2020

Leal, C., Dionísio, P. and Brochado, A. (2020). National Team Fans: Is Passion Enough to Leverage Sponsor Brands? In Multidisciplinary Perspectives on Media Fandom, IGI Global, USA, DOI: 10.4018/978‐1‐7998‐3323‐9

2019

Hedlund, D., Biscaia, R., & Leal, C. (2019). Classifying Sport Consumers: From Casual to Tribal Fans in Handbook of Research on the Impact of Fandom in Society and Consumerism, IGI Global, USA, DOI: 10.4018/978‐1‐7998‐1048‐3.ch016

Soares, R., Leal, C. e Herter, M, (2019). Marketing‐Um desafio incontornável para as microempresas, Actual, Lisboa.

2018

Brochado, A., Dionísio, P., e Leal, M. (2018). Sponsoring the football national team. Journal of Business and Industrial Marketing, 33(5), 625‐637, : https://doi.org/10.1108/JBIM‐03‐2017‐0076. Sponsoring the football national team SCOPUS ‐ 10.1108/JBIM‐03‐2017‐0076

2017

Hedlund, D., Biscaia, R., & Leal, C. (2017). Those who rarely attend alone: Tribal sport fans. In C. L. Wang (Ed.), Exploring the rise of fandom in contemporary consumer culture. Hershey, PA: IGI Global. ISBN13: 9781522532200; EISBN13: 9781522532217 ‐ DOI: 10.4018/978‐1‐5225‐3220‐0

Oliveira, M., Leal, M.C., Roque, M.I., Forte, M.J. e Rodrigues, S. (2017) Cultural memories, discursive gaps, and tourism promotion: A framework for applied research, Journal of Global Scholars of Marketing Science, 27:4, 243‐257, DOI: 10.1080/21639159.2017.1360149 SCOPUS

Oliveira, M., Leal, M.C., Roque, M.I., Forte, M.J. e Rodrigues, S. (2017) The mediating role of literary tour guides: José Saramago versus Mafra’s National Palace. International Journal of Tourism Policy, 7(4) SCOPUS – DOI: 10.1504/IJTP.2017.088305ISSN: 2241‐9314‐ ISBN: 978‐618‐81503‐1‐7

Oliveira, M.G., Leal, M.C., Roque, M.I., Forte, M.J., Sousa, S.R., & Correia, A. (2017). Mafra and Saramago: Strategies of mediation between a potential World Heritage Site and a Nobel Prize winner’s literary masterpiece. In F. Cravidão et al. Local identity and tourism management on world heritage sites: Trends and challenges: Conference proceedings (pp. 177‐195). Coimbra, Portugal: Departamento de Geografia e Turismo, Universidade de Coimbra.

Hedlund, D., Biscaia, R., & Leal, C. (2017). Conceptualizing and Measuring Tribal Sports Fans 2017, North American Society for Sport Management Conference, NASSM 2017 em Denver, Colorado, USA May 30 ‐ June 3, 2017

Leal, C. & Dionísio, P., Sponsoring a Nation Brand attributes of the Portuguese National Team: International Marketing Trends Conference, Madrid, 16th IMTC 2017, Janeiro, 26‐28

2016

Dionisio P., Leal C. (2016) Marketing Futurecast Lab – Prospecting Trends for A Better Future. In: Plangger K. (eds) Thriving in a New World Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, DOI https://doi.org/10.1007/978‐3‐319‐24148‐7_48

Oliveira, M., Leal, C., Roque, I, Forte, M.J. e Sousa, Sara (2016), Cultural Memories, Discursive Gaps and Tourism Promotion: a framework for applied research Conference Proceedings da 3rd International Conference on Innovation and Entrepreneurship in Marketing & Consumer Behaviour (ICIEMC) – 20‐22 May, pp 310‐321

Oliveira, M., Leal, C., Roque, I, Forte, M.J. e Sousa, Sara (2016), The mediating role of literary tour guides: Saramago versus Mafra´s National Palace in: ICOT 2016 New Challenges and boundaries on Tourism ‐ Conference Proceedings, Nápoles, 29/6 a 3/7 pp. 311‐322

Oliveira, M., Leal, C., Roque, I, Forte, M.J. e Sousa, Sara (2016), Cultural Memories, Discursive Gaps and Tourism Promotion: a framework for applied research presented at Conference in Marketing & Consumer Behaviour (ICIEMC) – 20‐22 May, pp 310‐321

Oliveira, M., Leal, M. C., Roque, M. I., Forte, M. J. e Sousa (2016). The mediating role of literary tour guides: José Saramago versus Mafra’s National Palace. Comunicação no ICOT 2016: New Challenges and Boundaries in Tourism: Policies, Innovations and Strategies: 6th International Conference on Tourism, International Association for Tourism Policy, Naples 29 Jun. ‐ 2 Jul. 2016

Dionísio, P., e Leal, C. (2016). Os 30 anos de História da Distribuição em Portugal. Lisboa, Portugal: UNIARME.

2015

Multicaixa ‐ Uma ferramenta de Formalização Económica, case study in Dionísio, P. e Rodrigues, J.V. (2015), MERCATOR DA LÍNGUAPORTUGUESA, Publicações Dom Quixote, pp 49‐52

Enacol ‐ Uma Estratégia Blue Ocean para o Bunkering da Ilha de São Vicente, case study in Dionísio, P. e Rodrigues, J.V. (2015), MERCATOR DA LÍNGUAPORTUGUESA, Publicações Dom Quixote, pp 79‐82

Enacol ‐ Uma Estratégia Blue Ocean para o Bunkering da Ilha de São Vicente, case study in Dionísio, P. e Rodrigues, J.V. (2015), MERCATOR DA LÍNGUAPORTUGUESA, Publicações Dom Quixote, pp 79‐82

Grupo Soico ‐ Jornalismo Isento e Irreverente, case study in Dionísio, P. e Rodrigues, J.V. (2015), MERCATOR DA LÍNGUAPORTUGUESA, Publicações Dom Quixote, pp 495‐49825 anos de Distribuição Alimentar em Portugal (co‐autoria), Ed. Uniarme, ISBN: 978‐089‐97329‐0‐2, Lisboa, 2011

2014

Dionisio, P., Leal, M., e Vinhas da Silva, R. (2014). Tribal Marketing in sports. Revista Internacional de Deportes Coletivos, 19, 17‐27.

Dionísio, P., Leal, C., e Silva, R. (2014, Maio). Tribal Marketing in Sports. II Congreso Internacional de actividad física y deportes, Madrid, Espanha.

2013

Dionísio, Leal, Leal, Carmo, Pereira, Hélia e Salgueiro, Fátima (2013), Piracy Among Undergraduate and Graduate Students ‐ Influences on Unauthorized Book Copies, Journal of Marketing Education, August, vol. 35, no. 2, pp 191‐200 ‐ No ranking SCOPUS

Leal, Carmo, Pereira, Hélia e Dionísio, Pedro (2013), The Hostel Market: a successful case of service strategy. Proceedings 3rd International Network of Business and Management Journals‐INBAM, Junho, Lisboa

Pereira, H., Dionísio, P., e Leal, C. (2013). The Hostel Market: a successful case of service strategy. International Network of Business and Management Journals – INBAM, Lisboa, Portugal.

Leal, Carmo, Amaro, Rogério e Lencastre, Paulo (2013), Brand Role in the Solidarity Economy – the case of Cores, paper apresentado na 8th Global Brand Conference, Universidade Católica – Porto, Maio

2012

Dionísio, P., e Leal, C. (2012). Marketing FutureCast Lab – Prospecting Trends for a better future. World Marketing Congress, Atlanta, Estados Unidos da América

2011

Dionisio, P., e Leal, C. (2011). Os 25 anos da história da distribuição em Portugal. Lisboa, Portugal: UNIARME.

2008

Dionísio, Pedro, Leal, Carmo e Moutinho, Luiz (2008), Fandom Affiliation and Tribal Behaviour: a sports marketing application, Qualitative Market Research, vol. 11, no. 1 – no ranking SCOPUS

Dionísio, Pedro e Leal, Carmo (2008), Is commitment the missing link between Consumers and Tribes? ‐ A phenomenological research study on sports fandom in Portugal: a comparative study of surfing and football, Journal of Euromarketing, vol. 17, ¾ SCOPUS

2007

Moutinho, Luiz, Dionísio, Pedro e Leal, Carmo (2007), Surf Tribal Behaviour– A sports marketing application, Marketing Intelligence & Planning, vol. 25, no. 7 – no ranking SCOPUS

2005

Dionísio, P., e Leal, C. (2005). Como obter sucesso no Comércio. Lisboa, Potugal: Edições Cadernos GANEC , CCP.

Leal. C. (2005) Procurement Best Practices in As melhores Praticas de Gestão de compras em Portugal, NPF Produções

2002

Leal C. (2002) Os novos processos de aprovisionamento e os portais de compras na internet (co‐autoria) in Manual Prático de Gestão e Fiscalização de Obras, NPF Publicações