Vera Herédia Colaço

Assistant Professor (Adjunct)

Vera Herédia Colaço, Senior Researcher and Assistant Professor (Adjunct), received a Ph.D. in Management (specialization in marketing) from NovaSBE and a M.Sc. in Textile Marketing from Philadelphia University. Her research interests focus on consumers’ ethical decision-making processes, sustainable consumption and prosocial behavior. Vera has published her research in such journals as the Journal of Business Ethics. She teaches Corporate Social Responsibility and Purpose-Driven Consumption at the Bachelor level. She also supervises Master Research Theses in Marketing and Consumer Behavior.

As part of her teaching methodology, Vera has a strong experience in establishing university-industry relations with such companies such as Aga Khan Foundation, Fundação Oceano Azul, McDonald’s, National Geographic, Starbucks.

Prior to joining academia, Vera worked for the textiles & apparel industry and has a solid international experience working with brands and start-ups such as, Timberland, the Benetton Group, the Trade Commission of Portugal in NYC and more recently, Manifesto Moda, a start-up company that develops health-related protective clothing solutions aiming to prevent diseases like Malaria, Zika and Dengue.

Paper

Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

“Seize the Day or Save the World? The Importance of Ethical Claims and Product Nature Congruity”,

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale