Rate My Professor Catherine da Silveira

Catherine da Silveira is an Associate Professor in the Marketing area at Nova School of Business and Economics, Universidade Nova de Lisboa, within the Business & Economics faculty. She earned her PhD in Marketing from The Open University Business School in the United Kingdom in 2016, a Master in Marketing Strategy & Market Research from Institut d’Etudes Politiques de Paris – Sciences Po Paris in 1986, and a Bachelor in Business Administration from Université Paris IX-Dauphine in 1985. Before entering academia, da Silveira gained 14 years of executive experience, working at the L’Oréal Group and serving as Marketing and Communication Director for Bull Portugal in the IT sector. She joined Nova School of Business and Economics in 2000, where she launched and led the school’s Marketing and Communication Office from 2001 to 2004. Subsequently, she headed the Marketing, Communication, and International Affairs Office at the NOVA University Rectory from 2005 to 2006, acted as CEMS Corporate Relations Coordinator from 2008 to 2010, and co-coordinated the International Lisbon MBA Friday Forum Program from 2008 to 2014.

In her current roles, da Silveira serves as Associate Dean for International Affairs and Partnerships, Academic Director of the CEMS program, International Master’s in Management, International Master’s in Finance, and Double Degree Programs at Nova SBE, as well as Director of the Stream in Luxury Management. Her research specializations encompass marketing, branding, and co-creation, with academic interests in brand identity, luxury marketing, consumer-brand relationships, and the new service-dominant logic in marketing. She teaches courses in Brand Management and Luxury & Fashion Marketing for executives and in master’s programs. Notable publications include “Reconceptualizing brand identity in a dynamic environment” in the Journal of Business Research (2013, with Carmen Lages and Cláudia Simões), “Establishing the boundaries of brand co-creation” in the Research Handbook on Brand Co-creation (2022, with Cláudia Simões), “Reconceptualizing corporate brand identity from a co-creational perspective” in The Routledge Companion to Corporate Branding (2022, with Cláudia Simões), and contributions to proceedings such as “Exploring the reciprocal relationship between brand identity and brand image in a context of co-creation” (2019, with Cláudia Simões) and “Brand identity in a context of co-creation” (2017, with Cláudia Simões, Sally Dibb, and Carmen Lages). Additionally, she co-authored the case study “How can a brand grow by migrating from a premium to a luxury positioning? Claus Porto’s transformative journey” (2019, with Pia Neuer).