Catherine da Silveira
Research student
Biography
Catherine started her professional career with the L’Oreal Group, where she worked in different countries, with a diverse background in terms of responsibilities - Marketing Director, Brand Manager, Country Manager. She then joined Nova School of Business & Economics in Portugal, where she has been combining her teaching role as Adjunct Assistant Professor in Marketing and Brand Management with her research in brand identity, brand image, and consumer-brand relationships within a context of consumer co-creation.
Catherine holds an MA in Marketing Research from Institut d’Etudes Politiques de Paris, and an Undergraduate Degree in Business Administration from Université Paris IX-Dauphine, France.
Current research
Contribution to the Re-conceptualization and Operationalization of Brand Identity: A Dynamic Perspective
The market context in which many of the existing brand identity definitions and conceptualizations were developed has been evolving. The increasing focus on a service-dominant logic in marketing where consumers are active participants in relational exchange and the consequent rising role of the consumer as a co-contributor to brand development are challenges that call for revisiting the current approaches to brand identity.
Applying a seminal theory on identity formation from the field of sociology (Goffman, 1959, 1967) underpinning the socially constructed nature of identity, Catherine’s research examines how brand identity of existing brands evolves within the aforementioned new market context and what is the respective role of consumers and managers in the brand identity management process.
Based on the insights from a longitudinal case study investigating the brand management of a service brand, the research draws theoretical guidelines for the study and management of brand identity in a context of high consumer involvement.
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