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

Personal identification

Full name
LUISA MARTINEZ

Citation names

  • MARTINEZ, LUISA M.

Author identifiers

Ciência ID
4916-12C1-623E
ORCID iD
0000-0002-5536-4042

Telephones

Mobile phone
  • 914471070 (Personal)

Websites

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management

Languages

Language Speaking Reading Writing Listening Peer-review
English Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1) Advanced (C1)
Portuguese (Mother tongue)
French Beginner (A1) Intermediate (B1) Beginner (A1) Elementary (A2) Beginner (A1)
Spanish; Castilian Elementary (A2) Intermediate (B1) Beginner (A1) Intermediate (B1) Beginner (A1)
Dutch Beginner (A1) Beginner (A1)
Education
Degree Classification
2014/09/01 - 2019/01/24
Concluded
 Gestão (Doutoramento)
Major in Marketing
Universidade Europeia, Portugal
"The influence of color in work and trade settings: Complementary colors, mood states and retail environment" (THESIS/DISSERTATION)
 Approved with Distinction
2012/09 - 2013/04
Concluded
 Curso Geral de Gestão (Pós-Graduação)
Universidade Nova de Lisboa Nova School of Business and Economics, Portugal
2003/09/01 - 2007/01/23
Concluded
 Cor em Arquitetura (Mestrado)
Universidade de Lisboa Faculdade de Arquitectura, Portugal
"Cor e Conceito em Arquitectura – Um estudo da obra de Pancho Guedes" (THESIS/DISSERTATION)
 Aprovado
1995/09 - 2001/09
Concluded
 Arquitetura (Licenciatura)
Universidade Lusíada de Lisboa, Portugal
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
2019/02 - Current Adjunct Teacher (Polytechnic Teacher) Instituto Português de Administração de Marketing de Lisboa, Portugal
Instituto Português de Administração de Marketing de Lisboa, Portugal
2018 - 2019 Assistant (University Teacher) Universidade Europeia, Portugal
2018/02 - 2018/08 Assistant Professor (University Teacher) Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal
Universidade Europeia IADE Faculdade de Design Tecnologia e Comunicação, Portugal

Other Careers

Category
Host institution 		Employer
2016/01 - 2016/09 Técnico Superior (Técnico Superior) UP Partner, Portugal
UP Partner, Portugal

Positions / Appointments

Category
Host institution 		Employer
2024/02 - Current President of the Ethics Committee Instituto Português de Administração de Marketing de Lisboa, Portugal
Instituto Português de Administração de Marketing de Lisboa, Portugal
2022/07/09 - Current President of the Board Associação Portuguesa da Cor, Portugal
2021/09 - 2024/02 IPAM Lab Coordinator (IPAM Lisboa research unit) Instituto Português de Administração de Marketing de Lisboa, Portugal
Instituto Português de Administração de Marketing de Lisboa, Portugal
2021/09 - 2024/02 IPAM Lisboa Research Coordinator Instituto Português de Administração de Marketing de Lisboa, Portugal
Instituto Português de Administração de Marketing de Lisboa, Portugal
2019/09 - 2021/08 IPAM Lisboa Scientific area of Social Sciences Coordinator Instituto Português de Administração de Marketing de Lisboa, Portugal
Instituto Português de Administração de Marketing de Lisboa, Portugal
2018 - 2019 Pedagogical Council Universidade Europeia, Portugal
Projects

Contract

Designation Funders
2023/12 - 2024/12 Dar cor
REF
Researcher
BPI, Portugal

Fundação 'la Caixa', Portugal
BPI

Fundação 'la Caixa'
Ongoing
2023/02 - 2024/05 BIBCOLOR - A bibliometric approach of color from a marketing perspective: Overview and recommendations for the future
PI22LM
Principal investigator
EUROPEIA ID Associação para a Investigação em Design Marketing e Comunicação, Portugal
 EUROPEIA ID Associação para a Investigação em Design Marketing e Comunicação
Ongoing
Outputs

Publications

Book chapter
  1. Sacavém, António; MARTINEZ, LUISA M.; Patricia Oliveira. "Pedagogical trends and its implications on digital education". In Innovation in digital education and pedagogical challenges. Nova Science Publishers, 2022.
    Published • https://doi.org/10.52305/OYWH3947
Conference paper
  1. Ricardo Abreu; Luisa Martinez. "CHARTING THE CHATGPT COURSE: A QUANTITATIVE STUDY OF MANAGEMENT STUDENTS' STANDPOINTS ON AI IN EDUCATION". 2023.
    10.21125/iceri.2023.2356
  2. Bicho, Marta; Pacheco, Natalia; MARTINEZ, LUISA M.. "The role of customer and service provider mindfulness on trust recovery after a service failure". Paper presented in EMAC Conference, Madrid, 2021.
    Published
Journal article
  1. Luisa M. Martinez; Natália Pacheco; Filipe R. Ramos; Marta Bicho. "Would you try it again? Dual effects of customer mindfulness on service recovery". Journal of Retailing and Consumer Services (2023): https://doi.org/10.1016/j.jretconser.2023.103438.
    10.1016/j.jretconser.2023.103438
  2. Ana Cláudia Amaro; Luisa M. Martinez; Filipe R. Ramos; Karla Menezes; Silvio Menezes. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad". Electronic Commerce Research (2022): https://doi.org/10.1007/s10660-022-09639-4.
    10.1007/s10660-022-09639-4
  3. Inês Antunes; Luisa M. Martinez; Luis F. Martinez. "The effectiveness of sales promotion techniques on the millennial consumers’ buying behavior". ReMark - Revista Brasileira de Marketing (2022): https://doi.org/10.5585/remark.v21i3.19997.
    10.5585/remark.v21i3.19997
  4. White, Allison R.; Martinez, Luisa M.; Martinez, Luis F.; Rando, Belén. "Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention". Electronic Commerce Research and Applications 50 (2021): 101100. http://dx.doi.org/10.1016/j.elerap.2021.101100.
    10.1016/j.elerap.2021.101100
  5. Luisa M. Martinez; Belén Rando; Luisa Agante; Ana Maria Abreu. "True colors: Consumers’ packaging choices depend on the color of retail environment". Journal of Retailing and Consumer Services 59 (2021): 102372-102372. https://doi.org/10.1016/j.jretconser.2020.102372.
    10.1016/j.jretconser.2020.102372
  6. Leonardo, Carolina; MARTINEZ, LUISA; Ramos, Filipe. "Cor e tipografia em capa de livro: Emoções, atratividade e intenção de compra". Revista Brasileira de Expressão Gráfica 9 1 (2021): 44-68.
    Published
  7. Neumann, Hannah L.; MARTINEZ, LUISA; Luis F. Martinez. "Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention". Sustainability Accounting, Management and Policy Journal 12 3 (2020): 571-590. http://dx.doi.org/10.1108/sampj-11-2019-0405.
    10.1108/sampj-11-2019-0405
  8. Corina Paula Tarta; Ioana Plaias; Luis F. Martinez; Luisa M. Martinez. "The Role of Car Aesthetics on Consumers’ Decisions: An Example from Romania". Scientific Annals of Economics and Business 67 1 (2020): 33-43. https://doi.org/10.47743/saeb-2020-0003.
    10.47743/saeb-2020-0003
  9. Marisa Bento; Luisa M. Martinez; Luis F. Martinez. "Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal". Journal of Retailing and Consumer Services 43 (2018): 234-241. https://doi.org/10.1016%2Fj.jretconser.2018.04.003.
    10.1016/j.jretconser.2018.04.003
Thesis / Dissertation
  1. "Moda de luxo online: As motivações do consumidor e a influência geracional na compra online de moda de luxo". Master, Instituto Português de Administração de Marketing de Lisboa, 2023.
  2. "Compras por Impulso Online e em Lojas Físicas na Geração X e Z: Mercado Fast Fashion". Master, Instituto Português de Administração de Marketing de Lisboa, 2023.
  3. "Fatores Influenciadores do Green Brand Love nas Redes Sociais". Master, Instituto Português de Administração de Marketing de Lisboa, 2023.
  4. "A Influência da Luz no Comportamento do Consumidor em Compras Offline: O Traço de Alta Sensibilidade como Moderador na Atratividade e Qualidade Percebida". Master, Instituto Português de Administração de Marketing de Lisboa, 2023.
  5. "Motivations of Gen Z to buy sustainable apparel: A Theory of Planned Behavior approach to identify influencing factors". Master, Universidade Nova de Lisboa Nova School of Business and Economics, 2023.
  6. "A Gen Z study: The Influence of Sustainable TikTok Videos on Consumer’s Attitude and Purchase Intention in Germany". Master, Universidade Nova de Lisboa Nova School of Business and Economics, 2023.
  7. Nascimento, Juliana Costa. "Liderança transformacional e autoliderança como potenciadores de bem-star em contexto de teletrabalho". Master, 2021. http://hdl.handle.net/10400.26/37393.
  8. Meira, Ana Catarina Ribeiro. "O Impacto de Estratégias de Marketing Relacional na Conversão e Manutenção de Adeptos em Clubes de Futebol". Master, 2021. http://hdl.handle.net/10400.26/37349.
  9. Ribeiro, Cristina Carvalho Pinto. "Estratégia de Endomarketig na qualidade dos serviços e satisfação do cliente". Master, 2021. http://hdl.handle.net/10400.26/37484.
  10. Raimundo, Mariana Filipa Conceição. "Plano de Comunicação Integrada de Marketing para um mercado alimentar da Auchan Retail Portugal". Master, 2021. http://hdl.handle.net/10400.26/37489.
  11. Cruz, Maria Isabel Rainha Miranda Nunes da. "Branding pessoal: a influência do design emocional no Curriculum Vitae". Master, 2020. http://hdl.handle.net/10400.26/31401.
  12. Bento, Ana Sofia Ferreira. "Visual elements in organic products communication: the impact of packaging material and color on consumer perception". Master, 2020. http://hdl.handle.net/10362/104500.
  13. Weitzel, Kathinka Juliana. "The influence of complementary colors on consumer behavior in digital media: an application to an interior design e-commerce". Master, 2020. http://hdl.handle.net/10362/104569.
  14. Soares, Ana Paula Nunes. "As cores do luto". Master, 2020. http://hdl.handle.net/10400.26/35142.
  15. Pintassilgo, Ana Filipa de Almeida. "Complementary and analogous colors in mobile advertising: the impact of color on advertisement memory and attitude toward the ad". Master, 2019. http://hdl.handle.net/10362/68136.
  16. Martinez, Luisa Margarida Guerra Marques. "The influence of colors in work and trade settings: Complementary colors, mood states and retail environment". PhD, 2019. http://hdl.handle.net/10400.26/28053.
  17. White, Allison Elise Raven. "Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements". Master, 2018. http://hdl.handle.net/10362/52273.
  18. Witkowska, Zuzanna Anna. "The influence of colour contrast in packaging on consumer behaviour". Master, 2018. http://hdl.handle.net/10362/53140.
  19. Silva, Maria Margarida Bartolomeu. "Colour as a visual cue: how does package colour affect consumers’ perceptions?". Master, 2017. http://hdl.handle.net/10362/22409.
  20. Gameiro, Diana Isabel da Silva Paquim. "The influence of color on anthropomorphic food packaging: parents’ purchase intention, the attractiveness of a product and children’s gender". Master, 2017. http://hdl.handle.net/10362/22961.
Activities

Oral presentation

Presentation title Event name
Host (Event location)
2023/11 Charting the ChatGPT course: A quantitative study of management students’ standpoints on AI in education. 16th International Conference of Education, Research and Innovation
(Spain)
2023/09 The color of things: A bibliometric approach for new marketing and business strategies XVIII Conference of the GdC (Gruppo del Colore): Italian Color Association
Polytechnic of Milan – Lecco territorial hub (Italy)
2023/06 The influence of colour in the decision-making process: Luxury brands 7th Theory and Applications in the Knowledge Economy (TAKE) Conference
(Poland)
2023/06 The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. 4th Digital Marketing and eCommerce Conference
Universitat de Barcelona (Spain)
2023/05 Retrospectiva: Ensino, Pesquisa e Prática IV Seminário do LabCor | GI.CorLuz
Faculdade de Arquitetura da Universidade de Lisboa (Portugal)
2023/03 The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands 1st Marketing and Business Perspectives Summit – Marketing & Business Challenges for Generation Z
IPAM Lisboa (Portugal)
2022/07/24 The role of customer mindfulness on post-purchase intentions after a double deviation. 28th Recent Advances in Retailing and Consumer Science (RARCS)
(Baveno, Italy)
2022/06 The Highly Sensitive Person (HSP) and online shopping behavior: The impact of visual stimuli on attitude towards the ad and purchase intention. 3rd Digital Marketing and eCommerce Conference
(Barcelona, Spain)
2022/06 Color in Marketing and Management 1º Congresso Marketing Leads Business
IPAM Lisboa (Portugal)
2021/07/07 Transformational leadership and self-leadership as well-being potentiators in the teleworking context 5th Theory and Applications in the Knowledge Economy (TAKE)
(Porto)
2021/07 The influence of complementary colors on consumer behavior: An e-commerce interior design application 5th Theory and Applications in the Knowledge Economy (TAKE)
Universidade Portucalense, Porto (Portugal)
2021/07 Internal marketing strategy on services quality and customer satisfaction in the banking sector: A case study in Dubai 5th Theory and Applications in the Knowledge Economy (TAKE)
Universidade Portucalense, Porto (Portugal)
2021/06 How does the number of Instagram followers influence brand attitude: The role of purchase intention, perceived product quality, referrals, brand trust, and gender 2nd Digital Marketing and eCommerce Conference
Universitat de Barcelona (Spain)
2021/05 The role of customer and service provider mindfulness on trust recovery after a service failure 50th Annual EMAC Conference
(Spain)
2020/06 Assessing the determinants of Millennials’ online protective behavior: How their protection motivation translates into actual use behavior 1st Digital Marketing and eCommerce Conference
Universitat de Barcelona (Spain)
2020/06 The effect of web advertising visual design on online purchase intention: Insights on Generations Y and Z 1st Digital Marketing and eCommerce Conference
Universitat de Barcelona (Spain)
2019/11 Eco-friendliness perception in packaging design: The importance of color, material and environmental claim. 10th Senses & Sensibility Congress (S&S19) – Lost in (G)Localization
UNIDCOM-IADE, Sociedade de Geografia de Lisboa (Portugal)
2019/07 Complementary colors and consumer behavior: Emotional affect, attitude, and purchase intention in the context of Web banner advertisements 4th Theory and Applications in the Knowledge Economy (TAKE)
Institute for Applied Research on Skilled Crafts and Trades (IAGF), Austrian Federal Economic Chamber (WKÖ) and WU Vienna University of Economics and Business, Vienna (Austria)
2019/06 Does it make a difference? The role of consumers’ perceptions, attitude and trust on sustainability efforts in the fast fashion industry 5th Symposium on Ethics and Social Responsibility Research (SESRR)
ISCTE – Instituto Universitário de Lisboa (Portugal)
2019/05 White lie or true blue: Consumers' packaging choices depend on color of retail environment 19th Congress of the European Association of Work and Organizational Psychology (EAWOP)
Centro Congressi Lingoto, Turin (Italy)
2018/09 Color contrast in packaging and consumer product perception AIC Lisboa 2018 Conference (Interim Meeting on Color and Human Comfort; Association Internationale de la Couleur, and APC – Portuguese Color Association)
Fundação Calouste Gulbenkian (Portugal)
2018/07 White lie or true blue: Consumers’ packaging choices depend on color of retail environment. TAKE Conference (The International Conference on Theory and Applications in the Knowledge Economy)
Poznan University of Economics and Business (Poland)
2017/02 The influence of color in anthropomorphic food packaging: Purchase intention and product attractiveness 1st International Youth Marketing and Media Forum
IPAM Lisboa (Portugal)
2016/06 The association between complementary colors and mood states. Paper presented at the ColorLab 12th Anniversary: The future of color and light research in Portugal, , Portugal, June 1st. ColorLab 12th Anniversary: The future of color and light research in Portugal
Faculdade de Arquitetura da Universidade de Lisboa (Portugal)

Event organisation

Event name
Type of event (Role) 		Institution / Organization
2023/11 - 2024/03 2nd ‘Marketing & Business Perspectives Summit: Fostering AI as a Tool for Wellbeing’, March 4th, 2024, IPAM Lisboa, March 7th, 2024, IPAM Porto; in partnership with Universidade Europeia and IADE. (2024/03 - 2024/03)
Conference (President of the Organising Committee)
 Instituto Português de Administração de Marketing de Lisboa, Portugal
2023/01 - 2023/04 2º Congresso Marketing Leads Business - Congresso em parceria entre IPAM e APPM, com o objetivo de levar o conhecimento académico ao público empresarial. (2023/04 - 2023/04)
Congress (Co-organisor)
 Instituto Português de Administração de Marketing, Portugal
2022/12 - 2023/03 1st ‘Marketing & Business Perspectives Summit: Marketing & Business Challenges for Generation Z’, March 30th, 2023, IPAM Lisboa. Member of the Organizing Committee: Chair. (2023/03 - 2023/03)
Conference (President of the Organising Committee)
 Instituto Português de Administração de Marketing de Lisboa, Portugal
2022/02 - 2022/06 1º Congresso Marketing Leads Business - Congresso em parceria entre IPAM e APPM, com o objetivo de levar o conhecimento académico ao público empresarial. (2022/06/21 - 2022/06/21)
Congress (Co-organisor)
 Instituto Português de Administração de Marketing de Lisboa, Portugal
2018/02 - 2018/09 25th-29th Interim Meeting on Color and Human Comfort (Association Internationale de la Couleur & APC – Portuguese Color Association) - Member of the Organizing Committee. (2018/09/25 - 2018/09/29)
Conference (Member of the Organising Committee)
 Associação Portuguesa da Cor, Portugal

Event participation

Activity description
Type of event 		Event name
Institution / Organization
2017/05 - Current Brand engagement and search for brands on social media: Comparing Generations X and Y. Poster presented at the 18th Congress of the European Association of Work and Organizational Psychology (EAWOP), Dublin, Ireland, May 17th-20th
Conference
 18th Congress of the European Association of Work and Organizational Psychology (EAWOP)
2016/08 - Current The influence of complementary colors in workplaces. Poster presented at the 15th TIBER Symposium on Psychology and Economics
Conference
 15th TIBER Symposium on Psychology and Economics

Ad Hoc journal article review

Journal title (ISSN) Publisher
2018 - 2024 Journal of Retailing and Consumer Services
2023/03 - 2023/03 British Food Journal
2021/11 - 2023/01 Electronic Commerce Research
2023 - 2023 Cogent Business & Management
2023 - 2023 Displays
2023 - 2023 International Journal of Consumer Studies
2021 - 2023 Journal of Consumer Behaviour
2022/01 - 2022/01 Brazilian Journal of Marketing | Revista Brasileira de Marketing – ReMark
2020 - 2020 Journal of Consumer Marketing

Association member

Society Organization name Role
2005 - Current Associação Portuguesa da Cor Membro associado fundador; presidente desde julho 2022
Distinctions

Award

2023 Research awards from Universidade Europeia| Distinguished papers 2022:
EUROPEIA ID Associação para a Investigação em Design Marketing e Comunicação, Portugal
2022 Research awards from Universidade Europeia| Distinguished papers 2021:
EUROPEIA ID Associação para a Investigação em Design Marketing e Comunicação, Portugal

Other distinction

2019 PhD - Approved with distinction
Universidade Europeia, Portugal