Personal information

advertising, branding, strategic thinking, marketing, organizational communication, strategic communication
Portugal

Biography

With a PhD in Communication Sciences from the University of Minho, a Master's degree in Communication & Image, and a Bachelor's in Marketing & Advertising by IADE, Alexandre Duarte is now a Professor at Universidade NOVA de Lisboa, invited Professor at Universidade CATÓLICA Portuguesa (where Coordinates the Post-Graduation Courses in Advertising&Creativity and Service Design), and integrated researcher of ICNOVA.
Throughout his career, Alexandre had the opportunity to work for several multinational advertising agencies in Portugal and Brazil, such as TBWA, Saatchi & Saatchi, Ogilvy, W/Portugal, W/Brazil, Lowe&Partners, or BrandiaCentral as a Senior Creative Copywriter. Between 2013 and 2016, he served as CEO of Restart, an Institute of Arts and Creativity.
With a regular presence in both academic and professional events, Alexandre was also a Tutor of the EUROBEST Young Marketers Academy between 2012 and 2014, a Board Member of EDCOM (European Institute for Commercial Communications Education) between 2016 and 2020, a counselor of SUPERBRANDS in 2021, and member of the Research Committee of EDCOM between 2022 and 2024.
He is the co-author of 3 books and more than 40 articles and chapters published in several international journals, including Q1.
In 2024, he was elected Coordinator of the Advertising Working Group of SOPCOM (Portuguese Association of Communication Sciences).

Activities

Employment (4)

Universidade Nova de Lisboa: Lisboa, Lisboa, PT

2022-02-01 to present | Professor Auxiliar (FCSH - Faculdade de Ciências Sociais e Humanas)
Employment
Source: Self-asserted source
Alexandre Duarte

Universidade Católica Portuguesa: Lisboa, Lisboa, PT

2018-07-01 to present | Professor Auxiliar Convidado (Faculdade de Ciências Humanas)
Employment
Source: Self-asserted source
Alexandre Duarte

Universidade Europeia: Lisboa, Lisboa, PT

2004-09-01 to 2022-09-01 | Professor Auxiliar (Faculdade de Design, Comunicação e Tecnologia)
Employment
Source: Self-asserted source
Alexandre Duarte

FH Wien: Viena, Viena / Áustria, AU

2019-09-01 to 2020-08-30 | Invited Professor
Employment
Source: Self-asserted source
Alexandre Duarte

Education and qualifications (3)

Universidade do Minho: Braga, Braga, PT

2010-09-01 to 2013-09-30 | Doutoramento Ciências da Comunicação (Instituto de Ciências Sociais)
Qualification
Source: Self-asserted source
Alexandre Duarte

Instituto de Arte Design e Empresa - Universitário: Lisboa, Lisboa, PT

2007-09-01 to 2008-07-21 | Mestrado Comunicação e Imagem
Qualification
Source: Self-asserted source
Alexandre Duarte

IADE Superior de Marketing e Publicidade: Lisbon, LISBOA, PT

1993-09-01 to 1997-07-30 | Licenciatura Marketing e Publicidade
Qualification
Source: Self-asserted source
Alexandre Duarte

Professional activities (5)

SOPCOM: Portugal, PT

2024-01-25 to present | Eleição (Coordenador GT de Publicidade)
Membership
Source: Self-asserted source
Alexandre Duarte

ICNOVA: LISBOA, PT

2023-01-01 to present | Investigador Integrado
Membership
Source: Self-asserted source
Alexandre Duarte

EDCOM - European Institute for Commercial Communication Education: Bruxelas, BE

2023-01-01 to present (Research Committee)
Invited position
Source: Self-asserted source
Alexandre Duarte

CECS: Braga, PT

2014-03-06 to 2022-12-31 | Investigador
Service
Source: Self-asserted source
Alexandre Duarte

EDCOM: Bruxelas, Bruxelas, BE

2013-05-16 to 2022-12-31 | Board Member (European Institute for Comercial Communication Education)
Invited position
Source: Self-asserted source
Alexandre Duarte

Works (46)

The Influence of TikTok in Portuguese Millennials’ Footwear Consumer Behaviour

2024 | Book chapter
SOURCE-WORK-ID:

cv-prod-id-4453314

Contributors: Alexandre Duarte; Luís Albuquerque
Source: check_circle
CIÊNCIAVITAE
grade
Preferred source (of 2)‎

Brand Positioning Strategies: Creating and Communicating Unique Value Propositions

Strategies for Brand Communications and Management: Bridging Academia and Practice
2024-12-18 | Book chapter | Writing - original draft
Part of ISBN: 979-8304064828
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte

Determinants of Successful Femvertising in the Lingerie Industry: A Case Study on VS Collective and Aerie Real

2024-11-30 | Magazine article
SOURCE-WORK-ID:

cv-prod-id-4453311

Contributors: Alexandre Duarte; Francisca Carvalho
Source: check_circle
CIÊNCIAVITAE
grade
Preferred source (of 2)‎

The Impact of Instagram on Consumer Behavior of Football Supporters

2024-11-22 | Book chapter
Contributors: Alexandre Duarte; Marta Araújo
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

The Impact and Consequences of Artificial Intelligence in Copywriting

2024-10-25 | Book chapter
Contributors: Veronica Provasi; Alexandre Duarte
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Ativismo Criativo Como Fator Impulsionador da Mudança Social

A Publicidade na Era da Hiperestimulação
2024-01-12 | Book chapter
Contributors: Alexandre Duarte; João Moreira
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 4)‎

The impact of CEO Activism in Brand Reputation: the PROZIS Case

The Normative Imperative Sociopolitical challenges of Strategic and Organizational Communication
2023 | Book chapter
SOURCE-WORK-ID:

cv-prod-id-3846996

Contributors: Duarte, Alexandre
Source: check_circle
CIÊNCIAVITAE

The Impact of Real-Time Marketing in the Engagement of the Brand “Control” on Instagram

Advances in Marketing, Customer Relationship Management, and E-Services
2023-12-29 | Book chapter | Author
Part of ISBN: 9781668491461
Part of ISBN: 9781668491485
Part of ISSN: 2327-5502
Part of ISSN: 2327-5529
Contributors: Alexandre Duarte; Rita Paulo
Source: Self-asserted source
Alexandre Duarte
grade
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Nutritional Advertising: Marketing or Cheating?

SunText Review of Arts & Social Sciences
2023-12-09 | Magazine article | Writing - original draft
Contributors: Alexandre Duarte; Mariana Maia
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Brand Activertising

The Role of Brands in an Era of Over-Information
2023-08-14 | Book chapter | Author
Part of ISBN: 9781668483510
Contributors: Alexandre Duarte; Sim?o Chambel
Source: check_circle
IGI Global
grade
Preferred source (of 3)‎

How Customer Rating on Digital Restaurant Guides Influence Consumer Satisfaction: The Zomato Platform Experience

Advances in Marketing, Customer Relationship Management, and E-Services
2023-08-07 | Book chapter | Author
Part of ISBN: 9781668488683
Part of ISBN: 9781668488690
Part of ISSN: 2327-5502
Part of ISSN: 2327-5529
Contributors: Alexandre Duarte; Joana Fernandes; Claudia Pernencar
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 4)‎

Marcas activistas: do foco no propósito para o foco no posicionamento social

Observador
2023-07-14 | Online resource | Writing - original draft
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte

importância do marketing olfativo nas marcas de moda

Comunicação Pública
2023-06-30 | Journal article
Contributors: Alexandre Duarte; Teresa Brito
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Social Brand Management in a Post Covid-19 Era

Routledge
2023-06-27 | Book | Writing - original draft
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 5)‎

The relationship between brands and consumers

Social Brand Management in a Post Covid-19 Era
2023-06-27 | Book chapter | Writing - original draft
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Digital empathy in online education: A comparison study between Portugal and Romania

Comunicar
2023-05-30 | Journal article | Author
Part of ISSN: 1134-3478
Part of ISSN: 1988-3293
Contributors: Alexandre Duarte; Romina Surugiu; Madalina Moraru; Valentina Marinescu
Source: Self-asserted source
Alexandre Duarte
grade
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Workplace Communication in Hybrid Environments

Perspectives on Workplace Communication and Well-Being in Hybrid Work Environments
2023-05-10 | Book chapter
Contributors: Alexandre Duarte; Patrícia Dias; Teresa Ruão; José Gabriel Andrade
Source: Self-asserted source
Alexandre Duarte

Digital Wellbeing in the Workplace Environment

2023-05-08 | Book chapter
Contributors: Alexandre Duarte; Patrícia Dias
Source: check_circle
Crossref
grade
Preferred source (of 4)‎

Perspectives on workplace communication and well-being in hybrid work environments

2023-05-08 | Edited book | Editor
SOURCE-WORK-ID:

3d4327ea-1aaa-42fe-8b7c-dee4d9c83c98

EID:

2-s2.0-85163430658

Contributors: Alexandre Duarte; Patrícia Dias; Teresa Ruão; José Gabriel Andrade
Source: check_circle
Universidade Católica Portuguesa
grade
Preferred source (of 2)‎

The Concept of Success in Youth Sport: The Role and Responsibility of the Trainer

Journal of Biomedical Research & Environmental Sciences
2023-03-28 | Journal article | Investigation, Writing - original draft
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

The coach's role in training and education of a sports practitioner in the context of the problematic of doping in sport

Global Journal of Addiction & Rehabilitation Medicine
2023-03-06 | Journal article | Writing - original draft, Investigation
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Post-Pandemic Changes in the Consumption Habits of the Portuguese

Pandemics and Consumer Behavior
2022-10-01 | Book chapter | Investigation
Part of ISBN: 979-8-88697-255-9
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 3)‎

O Impacto dos Micro Influenciadores Sobre a Geração Millennial no Consumo de Produtos Sustentáveis

Revista Comunicando
2022-09-28 | Journal article
Part of ISSN: E-ISSN 2182-4037
Contributors: Alexandre Duarte; Francisca Cardoso
Source: Self-asserted source
Alexandre Duarte

TikTok Practices among Teenagers in Portugal: A Uses & Gratifications Approach

Journalism and Media
2022-09-28 | Journal article | Writing - original draft, Investigation
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 4)‎

La influencia de los youtubers en los niños (8-12 años): actualidad y marcas

DOXA Comunicación
2022-07-22 | Journal article
SOURCE-WORK-ID:

cv-prod-id-3269533

Contributors: Alexandre Duarte; Beatriz Pinto; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 4)‎

Dynamics between Influencers, Brands and Followers on TikTok

IAMCR
2022-07-15 | Conference paper
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte

Chatvertising - how chatbots are shaping the future of advertising

Comunicação Pública
2022-06-30 | Journal article
Contributors: Alexandre Duarte; Alexandra Neumaier
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

It’s a Brand? It’s a Place? No, it’s Oporto’s case.

Place Branding
2022-06-01 | Book chapter
Contributors: Alexandre Duarte; João Braga
Source: Self-asserted source
Alexandre Duarte

Nation Branding: the impact of Surveillance on a country’s reputation

Place Branding
2022-06-01 | Book chapter
Contributors: Alexandre Duarte; Tarik Al-Hassein
Source: Self-asserted source
Alexandre Duarte

Perceived Learning Effectiveness and Student Satisfaction: Lessons Learned From an Online Multinational Intensive Program

Handbook of Research on Teaching Strategies for Culturally and Linguistically Diverse International Students
2022-05 | Book chapter
Part of ISBN: 9781799889212
Part of ISBN: 1799889211
Contributors: Alexandre Duarte; Kirstie Riedl
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Perceived Learning Effectiveness and Student Satisfaction

2022-05-06 | Book chapter
Contributors: Alexandre Duarte; Kirstie Riedl
Source: check_circle
Crossref
grade
Preferred source (of 3)‎

Empathic Brands: Proposing a Model for Its Measure and Evaluation

Navigating Digital Communication and Challenges for Organizations
2022-04-05 | Book chapter
Part of ISSN: 1935-2700
Part of ISSN: 1935-2719
Contributors: Alexandre Duarte; Mafalda Gregório
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 4)‎

How Portuguese adolescents relate to influencers and brands on TikTok

Journal of Digital and Social Media Marketing
2022-03-28 | Journal article
SOURCE-WORK-ID:

cf84c827-cdc4-484b-93c1-6bbd28075d12

SOURCE-WORK-ID:

cv-prod-id-3269534

EID:

2-s2.0-85133220961

Part of ISSN: 20500084 20500076
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 5)‎

TikTok: uses and motivations among teenagers in Portugal

Chasqui
2021 | Journal article
Contributors: Duarte, Alexandre; Dias, Patricia
Source: check_circle
Web of Science Researcher Profile Sync
grade
Preferred source (of 2)‎

A New Reality in the Labour Market Demands New Strategies in Education

30 de ani de învățământ jurnalistic și de comunicare în fostele țări comuniste din Estul Europei
2021-12 | Book chapter | Investigation, Writing - original draft
Part of ISBN: 978-606-749-580-5
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte

TikTok: usos e motivações entre adolescentes em Portugal

Revista Chasqui
2021-09-02 | Journal article
Contributors: Alexandre Duarte; Patrícia Dias
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Celebrity’s branding: the Kardashian-Jenner Clan Phenomenon

Academia Letters
2021-08-23 | Online resource
Contributors: Alexandre Duarte; Filipa Venâncio
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

‘Virtually’ the same learning outcomes. A case study of a virtual client briefed communication project across borders

Revista ICONO 14. Revista científica de Comunicación y Tecnologías emergentes
2021-07-01 | Journal article
Contributors: Alexandre Duarte; Kirstie Riedl
Source: check_circle
Crossref
grade
Preferred source (of 4)‎

Social Brands: the future of Branding?

Academia Papers
2021-03-03 | Online resource
Contributors: Alexandre Duarte; Joana Freitas
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

The Attraction of Education: National Stereotypes and Study Destination Choice

Senses & Sensibility: Lost in (G) localization
2019-11-28 | Conference paper
Source: Self-asserted source
Alexandre Duarte

How to measure the "inspiration" of an Insight - an exploratory approach

Senses & Sensibility’19: Lost in (G)localization
2019-11-27 | Conference abstract
SOURCE-WORK-ID:

cv-prod-id-2261880

Contributors: Alexandre Duarte; João Estima
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

A atração da educação - factores influenciadores da escolha dos alunos

Novas Edições Acadêmicas
2018-07-05 | Book | Writing - original draft
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

The Attraction of Education: National Stereotypes and Study Destination Choice

2017-04-28 | Conference paper
SOURCE-WORK-ID:

cv-prod-id-2261872

SOURCE-WORK-ID:

cv-prod-id-2247218

Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Earthquake hazards: integrated marketing campaign

2nd General Meeting KnowRISK, Know your city, Reduce seISmicrisK through non-structural elements
2016-12 | Conference paper
Contributors: Alexandre Duarte
Source: Self-asserted source
Alexandre Duarte

A atração da educação: o impacto do estereótipo nacional na intenção de escolha do destino de estudo no contexto do ensino superior europeu: o caso de Portugal

2014-03-06 | Dissertation/Thesis
Source: Self-asserted source
Alexandre Duarte
grade
Preferred source (of 2)‎

Gilles Lipovetsky, Jean Serroy (2010). A Cultura-Mundo. Resposta a uma sociedade desorientada. Lisboa: Edições 70

2011 | Journal article
SOURCE-WORK-ID:

cv-prod-id-2247222

SOURCE-WORK-ID:

BASE:4c3c0c952568a3ab01b81ddc257d5b24880328d2b0c06255a0c98e614130925c

SOURCE-WORK-ID:

cv-prod-id-2247220

SOURCE-WORK-ID:

BASE:67afdded7935ff62df4b35c4fecd6c20e5a69a6a95f83d7a89b5f69ff7ffd4b2

SOURCE-WORK-ID:

BASE:83627ade443df82bcdac668fa321d39e44f822d268db8d2ed695ae78936d8257

SOURCE-WORK-ID:

cv-prod-id-2247221

SOURCE-WORK-ID:

BASE:60ca0e17dcd90375d385d1e920a4f748294b4a01c1d79ad2da59edf9b4ac925e

SOURCE-WORK-ID:

cv-prod-id-2247223

Contributors: Alexandre Duarte; Duarte, Alexandre; Duarte, Alexandre
Source: check_circle
CIÊNCIAVITAE
grade
Preferred source (of 6)‎

Peer review (11 reviews for 2 publications/grants)

Review activity for Convergence (3)
Review activity for IGI Global Book Chapter Peer Reviews (8)