Carla Martins

Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect

Joana César Machado, Beatriz Fonseca, Carla Martins · Journal of Brand Management · 2020 · 57 citations

Gendered Perception, Gender Identity, Brand Equity +10

Omnichannel approach: Factors affecting consumer acceptance

Susana Costa e Silva, Carla Martins, João Martins de Sousa · Journal of Marketing Channels · 2018 · 55 citations

Customer Satisfaction, Digital Marketing, Consumer Research +18

Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust

Susana Costa e Silva, Paulo Duarte, Joana César Machado et al. · International Review on Public and Nonprofit Marketing · 2019 · 52 citations · Full text

Customer Satisfaction, Advertising, Brand Equity +11

Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club

Joana César Machado, Carla Martins, Frederico Correia Ferreira et al. · International Journal of Sports Marketing and Sponsorship · 2020 · 52 citations

Sports Brands, Digital Marketing, Consumer Motivation +28

Understanding participation in company social networks

Carla Martins, Lia Patrício · Journal of service management · 2013 · 47 citations

Digital Marketing, Consumer Research, Brand Strategy +27