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Marketing, Management, Color, Advertising, Wellbeing, Consumer Behavior
Portugal

Biography

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.

Activities

Employment (8)

IPAM Lisboa: Lisboa, PT

2019-02-01 to present
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Universidade Europeia: Lisbon, PT

2018-09 to 2019-08
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

IADE Superior de Marketing e Publicidade: Lisbon, PT

2018-02 to 2018-08
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Poppy – creativity under construction : Lisboa, PT

2013-06 to 2018-08 | Founder; General Manager and Designer
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

UP Partner: Lisboa, PT

2016-01 to 2016-09 | Architect and Researcher in Consumer Behavior
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Van Hoogmoed Architecten: Tilburg, NL

2009-04 to 2010-09 | Architect and Project Manager
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Arte Tectónica, Arquitectura: Lisboa, PT

2007-01 to 2009-01 | Architect and Project Manager
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Instituto de Ciências Educativas : Ramada, Lisboa, PT

2005-01 to 2006-08 | Teacher - ٠ High school level teaching (7th, 8th, 10th, 11th grades): Visual and Technological Education, Descriptive Geometry, Drawing.
Employment
Source: Self-asserted source
LUISA M. MARTINEZ

Education and qualifications (4)

Universidade Europeia: Lisboa, Lisboa, PT

2014-09 to 2019-01 | PhD in Management
Education
Source: Self-asserted source
LUISA M. MARTINEZ

Universidade Nova de Lisboa: Lisboa, PT

2012 to 2013 | Post Graduation in Management (Curso Geral de Gestão) (Management)
Education
Source: Self-asserted source
LUISA M. MARTINEZ

Universidade Técnica de Lisboa: Lisboa, PT

2003 to 2007 | Master in Color in Architecture (Architecture)
Education
Source: Self-asserted source
LUISA M. MARTINEZ

Universidade Lusiada de Lisboa: Lisboa, Lisboa, PT

1995 to 2001 | Degree (Licenciatura) in Architecture (Architecture)
Education
Source: Self-asserted source
LUISA M. MARTINEZ

Professional activities (6)

Associação Portuguesa da Cor: Lisboa, PT

2022-07-09 to present | Presidente (Direção)
Membership
Source: Self-asserted source
LUISA M. MARTINEZ

IPAM Lisboa: Lisboa, PT

2021-09 to present | Coordinator (Research unit IPAM Lab)
Invited position
Source: Self-asserted source
LUISA M. MARTINEZ

IPAM Lisboa: Lisboa, PT

2021-09 to present | Coordinator (Research Area)
Invited position
Source: Self-asserted source
LUISA M. MARTINEZ

Associação Portuguesa da Cor: Lisboa, PT

2005 to present | Sócio fundador
Membership
Source: Self-asserted source
LUISA M. MARTINEZ

Centro Médico IPAM S A: Lisboa, PT

2019-09 to 2021-09 | Coordinator (Social and Behavioral Sciences Area)
Invited position
Source: Self-asserted source
LUISA M. MARTINEZ

Universidade Europeia: Lisbon, PT

2019-01-24 | Approved with distinction (PhD thesis)
Distinction
Source: Self-asserted source
LUISA M. MARTINEZ

Funding (1)

BIBCOLOR - A bibliometric approach of color from a marketing perspective: Overview and recommendations for the future

2023-02 to 2024-05 | Contract
EUROPEIA ID Associação para a Investigação em Design Marketing e Comunicação (Porto, PT)
GRANT_NUMBER:

PI22LM

Source: check_circle
CIÊNCIAVITAE

Works (33)

A Gen Z study: The Influence of Sustainable TikTok Videos on Consumer’s Attitude and Purchase Intention in Germany

Universidade Nova de Lisboa Nova School of Business and Economics
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163916

Source: check_circle
CIÊNCIAVITAE

A Influência da Luz no Comportamento do Consumidor em Compras Offline: O Traço de Alta Sensibilidade como Moderador na Atratividade e Qualidade Percebida

Instituto Português de Administração de Marketing de Lisboa
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163906

Source: check_circle
CIÊNCIAVITAE

Compras por Impulso Online e em Lojas Físicas na Geração X e Z: Mercado Fast Fashion

Instituto Português de Administração de Marketing de Lisboa
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163894

Source: check_circle
CIÊNCIAVITAE

Fatores Influenciadores do Green Brand Love nas Redes Sociais

Instituto Português de Administração de Marketing de Lisboa
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163902

Source: check_circle
CIÊNCIAVITAE

Moda de luxo online: As motivações do consumidor e a influência geracional na compra online de moda de luxo

Instituto Português de Administração de Marketing de Lisboa
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163889

Source: check_circle
CIÊNCIAVITAE

Motivations of Gen Z to buy sustainable apparel: A Theory of Planned Behavior approach to identify influencing factors

Universidade Nova de Lisboa Nova School of Business and Economics
2023 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-4163907

Source: check_circle
CIÊNCIAVITAE

CHARTING THE CHATGPT COURSE: A QUANTITATIVE STUDY OF MANAGEMENT STUDENTS' STANDPOINTS ON AI IN EDUCATION

2023-11 | Conference paper
Contributors: Ricardo Abreu; Luisa Martinez
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

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
2023-09 | Journal article
Contributors: Ana Cláudia Amaro; Luisa M. Martinez; Filipe R. Ramos; Karla Menezes; Silvio Menezes
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Would you try it again? Dual effects of customer mindfulness on service recovery

Journal of Retailing and Consumer Services
2023-09 | Journal article
Contributors: Luisa M. Martinez; Natália Pacheco; Filipe R. Ramos; Marta Bicho
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Pedagogical trends and its implications on digital education

Innovation in digital education and pedagogical challenges
2022 | Book chapter
SOURCE-WORK-ID:

cv-prod-id-3582219

Contributors: Sacavém, António; MARTINEZ, LUISA M.; Patricia Oliveira
Source: check_circle
CIÊNCIAVITAE

The effectiveness of sales promotion techniques on the millennial consumers’ buying behavior

ReMark - Revista Brasileira de Marketing
2022-05-31 | Journal article
Contributors: Inês Antunes; Luisa M. Martinez; Luis F. Martinez
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Cor e tipografia em capa de livro: Emoções, atratividade e intenção de compra

Revista Brasileira de Expressão Gráfica
2021 | Journal article
SOURCE-WORK-ID:

cv-prod-id-3191686

Contributors: Leonardo, Carolina; MARTINEZ, LUISA; Ramos, Filipe
Source: check_circle
CIÊNCIAVITAE

Estratégia de Endomarketig na qualidade dos serviços e satisfação do cliente

2021 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767645

OTHER-ID:

202765113

Contributors: Ribeiro, Cristina Carvalho Pinto
Source: check_circle
CIÊNCIAVITAE

Liderança transformacional e autoliderança como potenciadores de bem-star em contexto de teletrabalho

2021 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767649

OTHER-ID:

202759172

Contributors: Nascimento, Juliana Costa
Source: check_circle
CIÊNCIAVITAE

O Impacto de Estratégias de Marketing Relacional na Conversão e Manutenção de Adeptos em Clubes de Futebol

2021 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767648

OTHER-ID:

202757331

Contributors: Meira, Ana Catarina Ribeiro
Source: check_circle
CIÊNCIAVITAE

Plano de Comunicação Integrada de Marketing para um mercado alimentar da Auchan Retail Portugal

2021 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767651

OTHER-ID:

202765326

Contributors: Raimundo, Mariana Filipa Conceição
Source: check_circle
CIÊNCIAVITAE

The role of customer and service provider mindfulness on trust recovery after a service failure

EMAC Conference
2021 | Conference paper
SOURCE-WORK-ID:

cv-prod-id-3582218

Contributors: Bicho, Marta; Pacheco, Natalia; MARTINEZ, LUISA M.
Source: check_circle
CIÊNCIAVITAE

Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention

Electronic Commerce Research and Applications
2021-11 | Journal article
SOURCE-WORK-ID:

cv-prod-id-3191684

Contributors: White, Allison R.; Martinez, Luisa M.; Martinez, Luis F.; Rando, Belén
Source: check_circle
CIÊNCIAVITAE

True colors: Consumers’ packaging choices depend on the color of retail environment

Journal of Retailing and Consumer Services
2021-03 | Journal article
Contributors: Luisa M. Martinez; Belén Rando; Luisa Agante; Ana Maria Abreu
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

As cores do luto

2020 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767656

OTHER-ID:

202607763

Contributors: Soares, Ana Paula Nunes
Source: check_circle
CIÊNCIAVITAE

Branding pessoal: a influência do design emocional no Curriculum Vitae

2020 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767647

OTHER-ID:

202444180

Contributors: Cruz, Maria Isabel Rainha Miranda Nunes da
Source: check_circle
CIÊNCIAVITAE

The influence of complementary colors on consumer behavior in digital media: an application to an interior design e-commerce

2020 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767654

OTHER-ID:

202492990

Contributors: Weitzel, Kathinka Juliana
Source: check_circle
CIÊNCIAVITAE

Visual elements in organic products communication: the impact of packaging material and color on consumer perception

2020 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767650

OTHER-ID:

202492818

Contributors: Bento, Ana Sofia Ferreira
Source: check_circle
CIÊNCIAVITAE

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

Sustainability Accounting, Management and Policy Journal
2020-07-29 | Journal article
SOURCE-WORK-ID:

cv-prod-id-3191689

Contributors: Neumann, Hannah L.; MARTINEZ, LUISA; Luis F. Martinez
Source: check_circle
CIÊNCIAVITAE

The Role of Car Aesthetics on Consumers’ Decisions: An Example from Romania

Scientific Annals of Economics and Business
2020-03 | Journal article
Contributors: Corina Paula Tarţa; Ioana Plăiaş; Luis F. Martinez; Luisa M. Martinez
Source: check_circle
Crossref
grade
Preferred source (of 2)‎

Complementary and analogous colors in mobile advertising: the impact of color on advertisement memory and attitude toward the ad

2019 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767646

OTHER-ID:

202223299

Contributors: Pintassilgo, Ana Filipa de Almeida
Source: check_circle
CIÊNCIAVITAE

The influence of colors in work and trade settings: Complementary colors, mood states and retail environment

2019 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767652

OTHER-ID:

101504152

Contributors: Martinez, Luisa Margarida Guerra Marques
Source: check_circle
CIÊNCIAVITAE

Complementary colors and consumer behavior: emotional affect, attitude, and purchase intention in the context of web banner advertisements

2018 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767644

OTHER-ID:

201974150

Contributors: White, Allison Elise Raven
Source: check_circle
CIÊNCIAVITAE

The influence of colour contrast in packaging on consumer behaviour

2018 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767653

OTHER-ID:

201984555

Contributors: Witkowska, Zuzanna Anna
Source: check_circle
CIÊNCIAVITAE

Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal

Journal of Retailing and Consumer Services
2018-07 | Journal article
Part of ISSN: 0969-6989
Contributors: Marisa Bento; Luisa M. Martinez; Luis F. Martinez
Source: Self-asserted source
LUISA M. MARTINEZ via Crossref Metadata Search
grade
Preferred source (of 2)‎

Colour as a visual cue: how does package colour affect consumers’ perceptions?

2017 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767655

OTHER-ID:

201715554

Contributors: Silva, Maria Margarida Bartolomeu
Source: check_circle
CIÊNCIAVITAE

The influence of color on anthropomorphic food packaging: parents’ purchase intention, the attractiveness of a product and children’s gender

2017 | Dissertation/Thesis
SOURCE-WORK-ID:

cv-prod-id-2767657

OTHER-ID:

201714230

Contributors: Gameiro, Diana Isabel da Silva Paquim
Source: check_circle
CIÊNCIAVITAE

O espaço de trabalho e o comportamento organizacional. Que espaço somos nós?

Psychology Now – Revista Psicologia na Atualidade
2017-03 | Journal article
Source: Self-asserted source
LUISA M. MARTINEZ

Peer review (17 reviews for 4 publications/grants)

Review activity for Computers in human behavior reports. (2)
Review activity for Displays. (1)
Review activity for Electronic commerce research. (2)
Review activity for Journal of retailing and consumer services. (12)