Paula Rodrigues holds a Ph.D. in Management, in Faculty of Economics at the University of Porto, Portugal. She is an Associate Professor in Brand Management at the School of Economics and Management, Lusíada University - North, Portugal. Since 1995, she teaches Brand Management, Consumer Behaviour, Econometrics, Statistic, and Quantitative Methods at the Lusíada University - North. She has published several scientific papers, chapters, and books. Her on-going research projects concern consumer-brand relationships in the field of luxury, tourism and hospitality, and consumer goods.