BIOGRAPHY
I have been working at the PUCRS Business School as an Associate Professor of Marketing since 2020. During this time, I did postdoctoral research (visiting researcher) at KU Leuven, Belgium (2023) and at the State University of Maringá (2021). I obtained my PhD in Business Administration from PUCRS/UCS (2018) and my Master's degree (2014), where I was a CAPES/PDSE scholarship holder, and I was a visiting PhD student at Terry College, University of Georgia, USA (2017). I am also an alumnus of SENACRS (2011), where I graduated in Marketing. I have worked or consulted for companies in various industries, including consumer goods, services, and finance. I enjoy capoeira, reading, traveling, and exploring topics related to marketing, consumer behavior, brand relationships, and marketing generalizations.
Education
2014-2018
PhD in Business Administration
PUCRS/UCS
I was a visiting research fellow at the University of Georgia under the supervision of Marcus Cunha. My dissertation, entitled "How (un)conscious processing of hedonic and utilitarian attributes affects choice and rejection strategy", was completed in 2018 under the supervision of Claudio Hoffmann Sampaio. I was awarded a scholarship by the Coordination for the Improvement of Higher Education Personnel (CAPES), Brazil.
2012-2014
Master in Business Administration
PUCRS
My thesis, entitled "The Influence of the Presence of Other Customers on Repurchase Intentions and Positive Word of Mouth in a Service Environment", was completed in 2014 under the supervision of Lélis Balestrin Espartel. I received a grant from the National Council for Scientific and Technological Development (CNPq), Brazil. My research focused on topics such as the presence of other customers (OCP), repurchase intentions, positive word of mouth, and employed Structural Equation Modeling (SEM) as a key analytical tool.
2008-2011
Graduated in Marketing
UNISENAC
My thesis, entitled "Internationalization via Economic Blocks: A Case Study of the Firm Brasil Sul Fitness", was completed under the supervision of Wagner Junior Ladeira. The study focused on exploring the internationalization strategies of companies through economic blocks, using Brasil Sul Fitness as a case study, providing insights into the challenges and opportunities of expanding into international markets.
2020-2021
Postdoctoral in Marketing
UEM
Postdoctoral research at the State University of Maringá (UEM) from 2020 to 2021, under the supervision of Prof. Dr. Valter Vieira. The work focused on theoretical and methodological advancement in marketing, with an emphasis on empirical generalizations and the use of meta-analyses as a strategy for integrating and synthesizing scientific knowledge. Activities involved the development and application of meta-analytical methods to evaluate the robustness, consistency, and limitations of theoretical relationships widely investigated in the marketing literature, contributing to the strengthening of cumulative evidence and the reduction of fragmentation of empirical findings in the field.
2023-2023
Postdoctoral in Marketing
KU Leuven - Belgium
Postdoctoral research at KU Leuven, under the supervision of Prof. Dr. Yves Van Vaerenbergh, focusing on meta-analyses applied to the literature on brand relationships. The project aimed to integrate and systematize empirical evidence on the antecedents, mechanisms, and consequences of relationships between consumers and brands, advancing the generalization of effects and the understanding of the contextual limits of these bonds. Activities involved consolidating quantitative study databases, estimating average and moderating effects, and proposing theoretical and managerial implications for research in branding and consumer behavior.
2025
Postdoctoral in Marketing
UFG
Postdoctoral research at the Federal University of Goiás (UFG), under the supervision of Prof. Dr. Marcos Severo de Almeida, focusing on meta-analyses of luxury brand consumption. The work concentrated on integrating empirical evidence regarding the determinants, psychological mechanisms, and behavioral effects associated with luxury consumption, aiming to generalize findings, identify contextual moderators, and clarify inconsistencies in the literature.
