Compelling Storytelling Narratives for Sustainable Branding

Paula Rodrigues holds a Ph.D. in Management, in Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, Statistic, and Quantitative Methods at the Lusíada University - North. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods. Ana Pinto Borges is PhD in Economics, Faculty of Economics, University of Porto. Coordinating Professor at ISAG - European Business School. Scientific Coordinator of Research Center in Business Sciences and Tourism (CICET – FCVC). Author of more than 40 publications of papers and book chapters in indexed international scientific journals. She also publishes books of international distribution, namely Building Consumer-Brand Relationship in Luxury Brand Management and New Techniques for Brand Management in the Healthcare Sector. Participation in presentations in various national and international congresses and member of the Scientific Committees in academic events. Editor and one of the founding members of the European Journal of Applied Business and Management (EJABM). Former Accenture consultant in the financial area. Economist at the Health Regulatory Entity since 2010. Elvira Vieira holds a PhD in Applied Economics, University of Santiago de Compostela. Professor, member of the Scientific Council at Institute of Marketing Management between 2007-2009 and Invited Professor at Minho University between 2009-2012. Professor at Polytechnic Institute of Viana do Castelo and Coordinating Professor at ISAG - European Business School since 2009. General Director at ISAG - European Business School since 2012, researcher in UNIAG, scientific coordinator of NIDISAG Research Center (between 2014 - 2021) and of Center in Business Sciences and Tourism (CICET - FCVC) since 2021. Author of several publications (papers and book chapters) indexed to the main bibliographic databases. Editor and one of the founding members of the European Journal of Applied Business and Management (EJABM). 2009 1st prize winner for research of the "Catedra da Euroregión Galicia – Norte of Portugal" and President of the European Grouping of Territorial Cooperation Galicia – North of Portugal, from 2010-2012.