Teaching and Research Interests

• Luxury
• Fashion
• Conspicuous Consumption
• Hedonic Consumption
• Social Media
• Brand Coolness
• Influencer Marketing
• New Trends
• Brand Love

Type	Program	Institution	Year
PhD	Gestão com especialização em Marketing	ISCTE-Instituto Universitario de Lisboa	2023
M.Sc.	Management - Specialization in Strategic Marketing	Universidade Catolica Portuguesa - Faculdade de Ciencias Economicas e Empresariais	2019
Licenciate	Marketing e Publicidade	Instituto de Arte Design e Empresa - Universitario	2016

Curricular Courses

Supervisions

Master Thesis

Filipe Ferreira Mota dos Santos, "Tokenização da indústria da moda: O impacto moderador dos NFTs nas compras de moda de luxo e os seus efeitos nos consumidores", Aihoor Kayoom Aleem, Master Thesis, Concluded, 2023

Mónica Oliveira Santos, "Sustentabilidade e Moda: Testar a Vontade de Pagar por Moda Sustentável por Parte dos Consumidores", Aihoor Kayoom Aleem, Master Thesis, Concluded, 2023

Florent Hubert Eudes Malbois, "Consumo colaborativo: O que é que motivaria os clientes a participarem nele? O caso das compras em segunda mão na Vinted com a população francesa", Aihoor Kayoom Aleem, Master Thesis, Concluded, 2023

Sarah Mekkaoui, "O Papel e Impacto da Estratégia de Influencer Marketing em Empresas de Moda - Caso de Estudo Farfetch", Aihoor Kayoom Aleem, Master Thesis, Concluded, 2022

Jéssica Francisco Martinho, "Eu sou o meu próprio manequim - O impacto da Realidade Aumentada no autoconceito", Aihoor Kayoom Aleem, Master Thesis, Concluded, 2022

Margarida Metello de Sousa, "Responsabilidade Social Empresarial: O impacto nas Marcas de Moda de Luxo", Aihoor Kayoom Aleem, Master Thesis,

Inês Maria Figueira Jardim Silva, "Vestir para Impressionar: Investigar como os influenciadores de moda nas redes sociais moldam as intenções de compra dos consumidores", Aihoor Kayoom Aleem, Master Thesis,

Beatriz Alves Cassiano, "A influência social na orientalização do consumidor", Aihoor Kayoom Aleem, Master Thesis,

Scientific Articles in International Journals

Aleem, A., Loureiro, S. M. C., Schivinski, B. & Aguiar, M. (2024). What if utilitarian products are regarded as high-status? The moderate role of iconic and popular as two dimensions of brand coolness. Journal of Marketing Communications . 30 (4), 508-528, Ciência-IUL

Aleem, A., Loureiro, S. M. C. & Bilro, R. G. (2024). Luxury fashion consumption: A review, synthesis and research agenda. Spanish Journal of Marketing - ESIC. 28 (2), 149-164, Ciência-IUL

Aleem, A., Loureiro, S. M. C. & Breazeale, M. (2024). Luxury fashion brand coolness: Niche versus mass cool. Spanish Journal of Marketing - ESIC. 28 (2), 165-186, Ciência-IUL

Aleem, A., Loureiro, S. M. C. & Martinho, J. (2023). From tech to touch: Self-concept and testimonials in AR try-on versus website. Journal of Research in Interactive Marketing. N/A, Ciência-IUL

Conference Proceedings

Aleem, A. K., Loureiro, S. M. C. & Martinho, J. F. M. (2023). Beyond the touch: Analyzing the purchasing behaviour using augmented reality and online reviews. In Rust, R. T., Peres, R., Robinson, L., Nishio, C., and Garrett, T. (Ed.), 2023 Global Marketing Conference at Seoul Proceedings "Marketing & Management Transformation in the Challenging Digital Environment". (pp. 631-636). Seoul, Republic of Korea: Global Alliance of Marketing and Management Associations., Ciência-IUL

Aleem, A., Loureiro, S. M. C. & Aguiar, M. (2022). Do memes impact brand coolness perceptions? Examining hedonic versus utilitarian products. In Vrontis, D., Weber, Y., and Tsoukatos, E. (Ed.), 15th Annual Conference of the EuroMed Academy of Business: Sustainable Business Concepts and Practices. (pp. 1020-1021). Palermo: EuroMed Press., Ciência-IUL

Aleem, A. & Herédia-Colaço, V. (2021). Luxury hotel types: Examining the effects of (in)conspicuous consumption orientation on luxury hotels’ valuations. In Proceedings of the 50th European Marketing Academy Conference (EMAC). Madrid: European Marketing Academy., Ciência-IUL

Aleem, A. K. & Loureiro, S. M. C. (2021). Real or virtual walkway in luxury fashion context?: A qualitative approach . In 2021 Global Fashion Marketing Conference. (pp. 177-181). Seoul: Global Alliance of Marketing & Management Associations., Ciência-IUL

Aleem, A. K. & Loureiro, S. M. C. (2021). Luxury brands on Instagram: A netnographic approach. In 2021 Global Fashion Marketing Conference. (pp. 432-444). Seoul: Global Alliance of Marketing & Management Associations., Ciência-IUL

International Communications

Oral Presentation

Aleem, A., Loureiro, S. M. C. & Aguiar, M. (2022). DO MEMES IMPACT BRAND COOLNESS PERCEPTIONS? EXAMINING HEDONIC VERSUS UTILITARIAN PRODUCTS. 15th Annual Conference of the EuroMed Academy of Business., Ciência-IUL

Aleem, A. & Loureiro, S. M. C. (2021). REAL OR VIRTUAL WALKWAY IN LUXURY FASHION CONTEXT? A QUALITATIVE APPROACH. Global Fashion Management Conference at Seoul 2021 - GAMMA - GFMC/KSMS., Ciência-IUL

Aleem, A. & Colaço, V. (2021). Luxury Hotel Types - Examining the Effects of (In)Conspicuous Consumption Orientation on Luxury Hotels’ Valuations. EMAC ., Ciência-IUL

Aleem, A. & Loureiro, S. M. C. (2021). LUXURY BRANDS ON INSTAGRAM - A NETNOGRAPHIC APPROACH. Global Fashion Management Conference at Seoul 2021 - GAMMA - GFMC/KSMS., Ciência-IUL

Aleem, A. & Colaço, V. (2020). Luxury Hotel Consumption - Examining the effects of personality on consumers’ hotel valuations involving inconspicuous versus conspicuous consumption experiences and sustainability perceptions. AMA - American Marketing Association., Ciência-IUL

Aleem, A. & Colaço, V. (2019). Luxury Hotel Consumption - Examining the effects of personality on consumers’ hotel valuations involving inconspicuous versus conspicuous consumption experiences and sustainability perceptions. EURAM ., Ciência-IUL