Filipa Rosado Pinto is a PhD candidate at Iscte- Instituto Universitário de Lisboa. She holds an MBA from IE Business School and a bachelor’s degree in management from NOVA SBE. Following ten years of experience in marketing, in multinational companies, from Fast Moving Consumer Goods and the Pharmaceutical Industry, she moved into Academia in 2016. Her current research interests include -among others- consumer-brand relationships, brand management and services marketing.