Dr. Catherine da Silveira keynote at ICSR 2019

Catherine da Silveira joined Nova School of Business & Economics, in Portugal, after 14 years of executive experience, first with the L’Oreal Group in France, USA and Portugal, then in the IT Sector. 

Since, she has been combining an academic role, presently teaching Brand Management, New Trends in Consumer Behavior and Branding for Sustainability, among other Courses, to Executives and in the Masters and MBA Programs, with executive/consulting functions within the School, Companies, and NGOs. In particular, she has been working for Unilever, Nestlé, L’Oreal, Fundação Calouste Gulbenkian, Unicef, Reclusa, and she is a Board Member of Ach Brito/Claus Porto and Conseiller du Commerce Exterieur de la France.

She holds a PhD in Marketing from The Open University Business School (UK) and a M.A. in Marketing Research from Institut d’Etudes Politiques de Paris (France).

Contact details: E-mail : cdsilveira@novasbe.pt / Phone: +351 213822719 / Address: Nova School of Business & Economics, Universidade Nova de Lisboa, Rua da Holanda 1, 2775-405 Carcavelos, Portugal


Sandra Cristina Leitão Cerqueira keynote at ICSR 2019

Sandra Cristina Leitão Cerqueira is Co-CEO at TUB – Transportes Urbanos de Braga, E.M, since November 2017. With a degree in International Relations from the University of Minho, she completed her studies at the University of Central Arkansas, under an EU-US exchange programme.

She holds an MBA from Porto Business School and has a postgraduate degree in Health Care Management from the University of Minho. Throughout her professional career, she held positions at AICEP – Portuguese Investment and Foreign Trade Agency, at national textile companies and at the Internationalization Office of AEP – Portuguese Business Association. The latter as responsible for the implementation, operationalization and management of a permanent showroom for 16 national home-décor companies in New York, USA.

In 2007, she joined ALERT Life Sciences Computing, a multinational company dedicated to the development of clinical software solutions, where she was responsible for the company’s competitive dialogues and international tenders as well as supporting the establishment of licensing partnerships within the company’s Channel Partners Program.

Additionally, she was member of the Board of Directors at – BRAVAL, a multi-municipal waste recovery and treatment company.






Special Session on Ethical Issues in Marketing Communications

Session Overview

 Creative and effectiveness pressures on marketing communication practitioners can lead to campaigns that “not only push the boundaries of societal acceptance, but also go beyond acceptable norms, thus creating ethical problems and dilemmas” (Spence and van Heekeren, 2005, p.17). The objective of this session is to bring to the fore current research addressing ethical issues in marketing communications. This is a significant and timely topic, given that ever-evolving marketing technologies and new communication formats lead to novel ethical challenges for consumers, marketers and policymakers alike.

The first paper in the session addresses controversial marketing communications. Huhmann and Mott-Stenerson (2008, p.294) define controversial marketing communications as campaigns using “provocative images, words or situations that utilise or refer to taboo subjects or that can violate societal norms or values.” Similarly, Waller (2006, p.7) suggests these types of marketing communications “can elicit reactions of embarrassment, distaste, disgust, offence, or outrage from a segment of the population when presented.” Consequently, controversial marketing communications raise ethical issues in the marketplace, which Solon Magrizos speaks to through a systematic review of existing research in the field.

The second paper adds to existing debates on marketing ethics by examining how ethical issues manifest through a new marketing communications mix tool, namely branded entertainment. Branded entertainment can be defined as entertainment produced by brands, with messages and content that consumers welcome and enjoy rather than avoid (Pereira et al., 2018). Examples might include advergames, sophisticated forms of brand placements, and even entire films. The issue is that branded entertainment inevitably involves integrating editorial content and brand-driven messages. This integration raises ethical questions around the extent to which consumers are able to fully appreciate the commercial nature of such content; questions which are addressed by Katharina Stolley in this special session.

The third and final paper uses consumer ethical judgement and consent transactions theories to address ethical issues in experiential marketing communications. In this paper, Caroline Moraes, Finola Kerrigan and Roisin McCann explore how consumers judge the morality of threat-based experiential marketing communications in the context of horror films. The paper illuminates the significance of perceived consent as a component of consumer ethical judgement, identifying the boundaries of positive ethical judgement where experiential marketing communications seek to provoke negative consumer responses through shock and fear.

Together, these papers raise ethical questions around new practices in marketing communications, shedding light on emerging ethical challenges faced by marketing communicators and consumers, and advancing a future research agenda for the field of marketing ethics.


Advertising ethics; branded entertainment; controversial advertising; threat appeals; consent; ethical judgement.



Huhmann, B. A. and Mott‐Stenerson, B. (2008) Controversial advertisement executions and involvement on elaborative processing and comprehension. Journal of Marketing Communications, 14(4), 293-313.

Pereira, P.J. et al. (2018) A Cannes Lions Jury Presents: The Art of Branded Entertainment. London: Peter Owen Publishers.

Spence, E. H. and van Heekeren, B. (2005) Advertising Ethics. Upper Saddle River, NJ: Pearson Prentice Hall.

Waller, D. S. (2006). A proposed response model for controversial advertising. Journal of promotion management, 11(2-3), 3-15.

ICSR 2019 in Braga, Portugal


Early bird registration extended until Thursday 19th 23.59 (GMT+1)


We are planning to finalise the programme by 20 September, and we would kindly appreciate if you can let us know whether you will attend the conference by 15 September (same deadline as early bird fee).

 At least one author is expected to register by 10 October 2019, in order for the paper to be included in the conference proceedings and programme.

 Conference attendees who require a visa to travel to Portugal, should apply for the visa in a timely manner. If you require a letter of invitation to apply for a visa, please send an email to nipe@eeg.uminho.pt.

Registration is now open here: http://store.uminho.pt/en/8-icsr

IMPORTANT NOTE: The acceptance letters have  been sent out to all corresponding authors. Please check your spam folder in case you have not received yours. Do not hesitate to contact us if you need any further assistance.

Below you find information regarding the registration procedure and accommodation in Braga.