Teaching and Research Interests

• Color Influence in Human Behavior (Consumer and Organizational)
• Well-being and Mood States
• Highly Sensitive Person (HSP) trait
• Retail Environment
• Electronic Commerce and Digital Marketing
• Sustainability

Type	Program	Institution	Year
PhD	Gestão	Universidade Europeia	2019
Post-graduation	Curso Geral de Gestão	Universidade Nova de Lisboa Nova School of Business and Economics	2013
M.Sc.	Cor em Arquitetura	Universidade de Lisboa Faculdade de Arquitectura	2007
Licenciate	Arquitetura	Universidade Lusíada de Lisboa	2001

Curricular Courses

Supervisions

Master Thesis

Katharina Stroh, "Easy on the eyes, easy to buy? The impact of analogous vs. complementary packaging color combinations on consumer evaluation and the mediating role of processing fluency", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2026

Rita Cruz, "Love at first sight? The influence of color on chocolate purchase intention among highly sensitive people", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2026

Catarina Teixeira, "Food cues in non-food categories: A sensory marketing study of Gen Z responses in beauty and fashion", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2026

Carolina Neves, "A experiência do daltónico no e-commerce: O sistema colorADD em ambientes online", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2025

Pedro Valente, "Assessing transformational leadership and self-leadership as enhancers of well-being in a remote work context", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2025

Patricia Lin, "Toxic leadership and internal marketing: The effect of the HSP trait on satisfaction and engagement", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2025

Iasmina Mudava, "Metaverso e marcas de luxo: Influência da transformação digital no engagement e intenção de compra do consumidor", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2024

Madalena Cardoso, "Compras por Impulso Online e em Lojas Físicas na Geração X e Z: Mercado Fast Fashion", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2023

Rita Afonso, "Moda de luxo online: As motivações do consumidor e a influência geracional na compra online de moda de luxo", Luisa Margarida Guerra Marques Martinez, Master Thesis, Concluded, 2023

Scientific Articles in International Journals

Ramos, F. R., Martinez, L. M., Martinez, L. F., Abreu, R. & Rubio, L. (2025). Mapping e-commerce trends in the USA: A time series and deep learning approach. Journal of Marketing Analytics. N/A, Ciência-IUL

Mudava, I. , Martinez, L. M., Ramos, F.R. & Abreu, R. (2024). From reality to virtuality: Digital transformation on luxury brand engagement and purchase intention in the metaverse. International Journal of Marketing, Communication and New Media. 15, 92-139, Ciência-IUL

Ana Cláudia Amaro, Martinez, L. M., Ramos, F.R., Karla Menezes & Silvio Menezes (2023). 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. 23 (3), 1429-1458, Ciência-IUL

Martinez, L. M., Pacheco, N., Ramos, F. R. & Bicho, M. (2023). Would you try it again? Dual effects of customer mindfulness on service recovery. Journal of Retailing and Consumer Services . 74, Ciência-IUL

Arvind Shroff, Satish Kumar, Martinez, L. M. & Nitesh Pandey (2023). From clicks to consequences: a multi-method review of online grocery shopping. Electronic Commerce Research. 24 (2), 925-964, Ciência-IUL

Inês Antunes, Martinez, L. M. & Martinez, L. (2022). The effectiveness of sales promotion techniques on the millennial consumers’ buying behavior. ReMark - Revista Brasileira de Marketing., Ciência-IUL

White, Allison R., Martinez, L. M., Martinez, Luis F. & Rando, Belén (2021). Color in web banner advertising: The influence of analogous and complementary colors on attitude and purchase intention. Electronic Commerce Research and Applications. 50, 101100, Ciência-IUL

Leonardo, C., Martinez, L. M. & Ramos, F.R. (2021). Cor e tipografia em capa de livro: Emoções, atratividade e intenção de compra. Revista Brasileira de Expressão Gráfica., Ciência-IUL

Tarta, C.P., Plaias, I., Martinez, L.F. & Martinez, L. M. (2020). The role of car aesthetics on consumers’ decisions: An example from Romania. Scientific Annals of Economics and Business., Ciência-IUL

Martinez, L. M., Gameiro, D., Martinez, L., Agante L. & Abreu, A. M. (2020). The influence of colour in anthropomorphic packaging: Purchase intention and product attractiveness. Revista Portuguesa de Marketing., Ciência-IUL

Neumann, Hannah L., Martinez, L. M. & Martinez, Luis F. (2020). Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Sustainability Accounting, Management and Policy Journal. 12 (3), 571-590, Ciência-IUL

Marisa Bento, Martinez, L. M. & Martinez, Luis F. (2018). Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal. Journal of Retailing and Consumer Services. 43, 234-241, Ciência-IUL

Book Chapters

Jessica Sepac, Martinez, L. M. & Martinez, L. (2024). The Influence of Online Reviews and Electronic Word-of-Mouth on Purchase Intention: A Literature Review and Research Agenda. In Advances in Digital Marketing and eCommerce: Fifth International Conference. (pp. 75-99).: Springer Proceedings in Business and Economics., Ciência-IUL

Anneka M. Schmidt, Martinez, L. M. & Martinez, L. (2024). The Rise of Premium Private Label Brands in Grocery Retailing: Qualitative Insights from Young German Consumers. In Advances in Digital Marketing and eCommerce: Fifth International Conference. (pp. 271-293).: Springer Proceedings in Business and Economics., Ciência-IUL

Solina, A., Shatnawi, T., Ocampo, L.V., Martinez, L. M. & Garcia, R.I. (2024). Career and Entrepreneurship Values and Pursuits. In Gen Z Around the World.: Emerald Publishing., Ciência-IUL

Ramos, F. R., Martinez, L. M. & Martinez, L. (2024). Trends and forecasts for sales and employment: An overview of the e-Commerce sector. In Martínez-López F.J., Martinez L.F., Brüggemann P. (Ed.), Advances in Digital Marketing and eCommerce. DMEC 2024, Springer Proceedings in Business and Economics. (pp. 31-40). Barcelona: Springer., Ciência-IUL

Plötz, S., Martinez, L. M., Martinez, L.F. & Ramos, F.R. (2023). The Influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. In F. J. Martínez-López (Ed.), Advances in Digital Marketing and eCommerce - Springer Proceedings in Business and Economics. (pp. 270-289).: Springer., Ciência-IUL

Sacavém, António, Martinez, L. M. & Patricia Oliveira (2022). Pedagogical trends and its implications on digital education. In Innovation in digital education and pedagogical challenges.: Nova Science Publishers., Ciência-IUL

Amaro, A.C., Martinez, L. M. & Martins, A.Q. (2022). The Highly Sensitive Person (HSP) and online shopping behavior: The impact of visual stimuli on attitude towards the ad and purchase intention. In Advances in Digital Marketing and eCommerce: Third International Conference.: Springer Proceedings in Business and Economics., Ciência-IUL

Martinez, L. M. (2022). O futuro do ensino superior: Competir através da criatividade, tecnologia e sentido de comunidade. In 71 Vozes pela competetividade: É obrigatório crescer .: ISCTE Executive Education e Oficina do Livro., Ciência-IUL

Dias, R., Martinez, L. & Martinez, L. M. (2021). How does the number of Instagram followers influence brand attitude: The role of purchase intention, perceived product quality, referrals, brand trust, and gender. In Advances in Digital Marketing and eCommerce: Second International Conference.: Springer Proceedings in Business and Economics., Ciência-IUL

Conference Proceedings

Martinez, L. M., Ana Bento, Martinez, L. & Ramos, F.R. (2024). Visual elements in organic products communication: The impact of yoghurt packaging material and color on consumer perception. In Proceedings of the Midterm Meeting of the International Colour Association 2024. São Paulo, Ciência-IUL

Abreu, R. & Martinez, L. M. (2023). Charting the ChatGPT course: A quantitative study of management students’ standpoints on AI in education. In ICERI2023 Proceedings - 16th International Conference of Education, Research and Innovation, 2023 . Sevilha, Ciência-IUL

Bicho, M., Pacheco, Natalia & Martinez, L. M. (2021). The role of customer and service provider mindfulness on trust recovery after a service failure. In Proceedings of the European Marketing Academy. Madrid, Ciência-IUL

Publications

Martinez, L. M. & Martinez, L. (2019). As marcas não se medem aos palmos: Alguns exemplos de brand scales. Psychology Now [Revista Psicologia na Actualidade]., Ciência-IUL

Martinez, L. M. (2017). O espaço de trabalho e o comportamento organizacional. Que espaço somos nós? . Psychology Now [Revista Psicologia na Actualidade]., Ciência-IUL

International Communications

Oral Presentation

Plötz, S., Martinez, L. M., Martinez, L. & Ramos, F.R. (2023). The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. 4th Digital Marketing and eCommerce Conference., Ciência-IUL

Gonçalves, A.S., Martinez, L. M. & Ramos, F.R. (2023). The influence of color in the decision making process: Luxury brands. 7th Theory and Applications in the Knowledge Economy (TAKE)., Ciência-IUL

Andrade, M., Martinez, L. M. & Ramos, F.R. (2023). The role of green influencers and the adoption of sustainable habits by Generation Z. 1st Marketing & Business Perspectives Summit | Marketing & Business Challenges for Generation Z., Ciência-IUL

Martinez, L. M., Pacheco, N., Bicho, M. & Ramos, F.R. (2022). The role of customer mindfulness on post-purchase intentions after a double deviation. 28th Recent Advances in Retailing and Consumer Science (RARCS)., Ciência-IUL

Costa, Juliana, Martinez, L. M. & Ramos, F.R. (2021). Transformational leadership and self-leadership as well-being potentiators in the teleworking context. 5th Theory and Applications in the Knowledge Economy (TAKE)., Ciência-IUL

Martinez, L. M., Ribeiro, C. & Ramos, F.R. (2021). Internal marketing strategy on services quality and customer satisfaction in the banking sector: A case study in Dubai. 5th Theory and Applications in the Knowledge Economy (TAKE)., Ciência-IUL

Organization and Coordination Events

2nd ‘Marketing & Business Perspectives Summit: Fostering AI as a Tool for Wellbeing’, March 4th, 2024, IPAM Lisboa, March 7th, 2024, IPAM Porto; in partnership with Universidade Europeia and IADE. , (2023),

2º Congresso Marketing Leads Business - Congresso em parceria entre IPAM e APPM, com o objetivo de levar o conhecimento académico ao público empresarial., (2023),

1st ‘Marketing & Business Perspectives Summit: Marketing & Business Challenges for Generation Z’, March 30th, 2023, IPAM Lisboa. Member of the Organizing Committee: Chair., (2022),

1º Congresso Marketing Leads Business - Congresso em parceria entre IPAM e APPM, com o objetivo de levar o conhecimento académico ao público empresarial. , (2022),

25th-29th Interim Meeting on Color and Human Comfort (Association Internationale de la Couleur & APC – Portuguese Color Association) - Member of the Organizing Committee., (2018), Member of scientific events organizing committee