Catherine da Silveira
Catherine da Silveira
Associate Professor

Catherine da Silveira is an Associate Dean for International Affairs and Partnerships at Nova SBE. She joined Nova SBE after 14 years of executive experience first with the L’Oreal Group then in the IT Sector as Marketing and Communication Director of Bull Portugal. Since, she has been combining an academic role, as Associate Professor, presently teaching Brand Management and Luxury & Fashion Marketing to Executives and in the Masters Programs, with executive functions within the School and the MBA: Currently Academic Director of CEMS, International Master’s in Management, International Master’s in Finance & Double Degree Programs at NOVA SBE and Director of the Stream in Luxury Management, Catherine da Silveira used to be Co-Coordinator of the International Lisbon MBA Friday Forum Program (2008-2014), CEMS Corporate Relations Coordinator for NOVA SBE (2008-2010), Head of the Marketing, Communication and International Affairs Office at the NOVA University Rectory (2005-2006), after launching, developing and leading the first NOVA SBE’s Marketing and Communication Office (2001-2004).   

2016 - PhD in Marketing - The Open University Business School, UK

1986 - Master in Marketing Strategy & Market Research - Institut d’Etudes Politiques de Paris – Sciences Po Paris, France

1985 - Bachelor in Business Administration - Université Paris IX-Dauphine, France. 

Marketing, Branding, Co-creation

  • da Silveira, Catherine, Lages, Carmen, Simões, Cláudia (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66 (1), 28-36.
  • da Silveira, Catherine , Simões, Cláudia (2022). Establishing the boundaries of brand co-creation. Research handbook on brand co-creation. Markovic, Stefan, Gyrd-Jones, Richard, von Wallpach, Sylvia, Lindgreen, Adam (Eds.), Edward Elgar Publishing, 32-46.
  • da Silveira, Catherine , Simões, Cláudia (2022). Reconceptualizing corporate brand identity from a co-creational perspective. The Routledge companion to corporate branding. Iglesias, Oriol, Ind, Nicholas, Schulz, Majken (Eds.), Routledge | Taylor & Francis Group, 131 - 148.
  • da Silveira, Catherine, Simões, Cláudia (2019). Exploring th reciprocal relationship between brand identity and brand image in a context of co-creation: An abstract. Developments in Marketing Science. : Proceedings of the Academy of Marketing Science. Springer Nature, 19-20.
  • da Silveira, Catherine, Simões, Cláudia, Dibb, Sally, Lages, Carmen (2017). Brand identity in a context of cocreation: When consumers drive brand identity changes (an abstract). Developments in Marketing Science. : Proceedings of the Academy of Marketing Science. Springer Nature, 643-644.