PhD in Management and Business Studies - specialization in Marketing and Strategy, Master of Science in Marketing, Post-Degree in Health Communication and Bachelor in Journalism and Communication Sciences.
Public
Social and Nonprofit Marketing
Digital Marketing
e-Commerce and e-Marketplaces
Advertising
Marketing Communications and Reputation Management
Place Branding and Public Diplomacy
Selected publications
Casais, B., & Gomes, L. R. (2022). Fashion bloggers’ discourse on brands under corporate crisis: a netnographic research in Portugal. Journal of Fashion Marketing and Management, 26(3), 420–435. DOI
Casais, B., & Sousa, B. (2020). Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: A research on the way of Saint James. Tourism Management Perspectives, 36(October), 100748. DOI
Casais, B., Fernandes, J., & Sarmento, M. (2020). Tourism Innovation through Relationship Marketing and Value Co-Creation: a study on peer-to-peer online platforms for sharing accommodation. Journal of Hospitality and Tourism Management, 42, 51–57. DOI
Sá, E., Casais, B., & Silva, J. (2019). Local development through rural entrepreneurship, from the Triple Helix perspective: The case of a peripheral region in northern Portugal. International Journal of Entrepreneurial Behaviour and Research, 25(4), 698–716. DOI
Casais, B., & Proença, J. F. (2018). Social advertisements for public health and epidemic dynamics: A study based on HIV/AIDS prevention television advertisements in four European countries. Journal of Social Marketing, 8(4), 397–420. DOI
Other publications
Casais, B., Soares, A. M., Abreu, M., Lungu, D., & Rodrigues, J. “Look at what I own”: the role of social media in luxury brand equity and conspicuous consumption. Asia Pacific Journal of Marketing and Logistics. DOI
Casais, B., & Boleixa, R. S. (2025). Place attachment, national identity, and country‑of‑origin consumption: insights from Portuguese emigrants. Place Branding and Public Diplomacy, 21(4), 357–369. DOI
Casais, B., & Cardoso, C. (2025). Cosmopolitan tourists in P2P accommodation: An exploratory study of online reviews on airbnb. Tourism and Hospitality Research, 25(3), 375–386. DOI
Casais, B., Coelho, T., & Escadas, M. (2025). Sensory marketing in the metaverse for tourism preview and tourism pre-experience: the effect on the intention to visit tourist destinations. Tourism Review, 80(8), 1558–1577. DOI
Casais, B., Sarmento, M., & Fernandes, J. (2025). Relationship Marketing in Airbnb: a qualitative study on the perspectives of professional and non-professional hosts. Journal of Relationship Marketing, 24(2), 120–147. DOI
Soares, A. M., Casais, B., Calvo-Porral, C., & Oliveira, A. (2025). The ‘Insta’ effect on the intention to visit a destination: a case for conspicuous consumption? Tourism and Management Studies, 21(2), 1–11. DOI
Casais, B., & Caldas, C. (2024). Leading Portuguese shoes’ digital transformation: A multiple case analysis of SMEs from a cluster-based brand. Journal of Management and Organization, 30(6), 2318–2335. DOI
Casais, B., & Soares, A. M. (2024). Implementing the quadruple helix to achieve social innovation: the case of the Human Power Hub, Braga. In A. Thrassou, D. Vrontis, L. Efthymioua, Y. Weber, R. Shams, & E. Tsoukatos (Eds.), Non-Profit Organisations: Economy, Industries and Context (Vol. 2, pp. 285–310). Palgrave MacMillan. DOI
Cunha, Â., & Casais, B. (2024). Influence Marketing on Social Media: the reputation change after a corporate or referral brand crisis. In L. Matosas-López (Ed.), The Impact of Digitalization on Current Marketing Strategies, Marketing & Technology: New Horizons and Challenges (Vol. I, pp. 195–209). Leeds: Emerald. DOI
Dias, J. C., Silva, S., Martins, C., & Casais, B. (2024). Empowering Luxury: How Cause-Related Marketing Influences Gen Z and Millennials' Post-Purchase Guilt in China's High-End Retail Landscape. European Journal of Applied Business and Management, 10(3), 99–115. DOI
Martins, G. G., & Casais, B. (2024). Audit Independence and Customer Relationship Marketing: an ethical conflict or an ethical mutual effect? Journal of Business Economics and Management, 25(6), 1220–1237. DOI
Matosas-López, L., & Casais, B. (2024). La satisfación del cliente y la intención de uso em servicios de ayuda apoyados em inteligência artificial: um modelo conceptual centrado em la marca . In R. R. Forradellas & S. N. Alonso (Eds.), Impacto de la digitalización em los nuevos modelos de negocio (pp. 176–185). Madrid: Fundación Dialnet. DOI
Omran, W., Ramos, R., & Casais, B. (2024). Virtual Reality and Augmented Reality Applications and their Effect on Tourist Engagement: A Hybrid Review. Journal of Hospitality and Tourism Technology, 15(4), 497–518 . DOI
Pereira, D., Silva, J., & Casais, B. (2024). Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands. Journal of Nonprofit and Public Sector Marketing, 36(5), 685–712. DOI
Pereira, I. V., Casais, B., & Mendes, I. (2024). Digital Marketing in Nonprofit Organizations: Conceptual Background and Recommendations for Practitioners. In P. B. Pires, J. D. Santos, & I. V. Pereira (Eds.), Digital Marketing. Analyzing its Transversal Impact. Boca Raton: CRC Press/ Taylor & Francis . DOI
Casais, B. (2023). Conceptualizing an Omnichannel Approach for Social Marketing under the Assumptions of the Transtheoretical Model of Change. Social Marketing Quarterly, 29(3), 208–224. DOI
Casais, B., & Ferreira, L. (2023). Smart and sustainable hotels: tourism agenda 2030 perspective article. Tourism Review, 78(2), 344–351. DOI
Casais, B., & Poço, T. (2023). Emotional branding of a city for inciting resident and visitor place attachment. Place Branding and Public Diplomacy, 19, 93–102. DOI
Casais, B., & Proença, J. F. (2023). Social Marketing Contributions to Mitigate Global Epidemics. In N. Rezaei (Ed.), Integrated Science of Global Epidemics (Integrated Science., Vol. 14, pp. 347–360). Cham: Springer. DOI
Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on Instagram: the power of persuasion via the parasocial relationship. Journal of Business Research, 158, 113708. DOI
Cruz, S., Ferreira, M. R., Borges, A., & Casais, B. (2023). Barriers to volunteering in the field of intellectual disability: a cluster analysis. International Review on Public and Nonprofit Marketing, 20(2), 341–366. DOI
Ferreira, M. R., Casais, B., & Proença, J. F. (2023). How farmers present a sustainable product to socially responsible consumers - an approach to local or-ganic agriculture. In J. Bhattacharyya (Ed.), Dealing with Socially Responsible Consumers – Studies in Marketing (pp. 191–195). Singapore: Palgrave MacMillan. DOI
Jallouli, R., Belkhir, M. A. B. T. M., Soares, A. M., & Casais, B. (2023). Digital Economy. Emerging Technologies and Business Innovation, 8th International Conference, ICDEc 2023, Braga, Portugal, May 2–4. Springer. DOI
Kutabish, S., Soares, A. M., & Casais, B. (2023). The Influence of Online Ratings and Reviews in Consumer Buying Behavior: A Systematic Literature Review. In Digital Economy. Emerging Technologies and Business Innovation (Vol. 485, pp. 113–136). Cham: Springer. DOI
Pinto, O., & Casais, B. (2023). Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review. International Review on Public and Nonprofit Marketing, 20(3), 605–634. DOI
Soares, A. M., & Casais, B. (2023). Uniting Marketing Efforts for the Common Good—A Challenge for the Fourth Sector, Selected Papers from XXI International Congress on Public and Nonprofit Marketing (IAPNM 2022). Cham: Springer. DOI
Balça, J., & Casais, B. (2022). Return on Investment of Display Advertising: Google Ads vs. Facebook Ads. In I. G. I. Global (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1745–1757). IGI Global. DOI
Barbosa, J., & Casais, B. (2022). The transformative and evolutionary approach of omnichannel in retail companies: insights from multi-case studies in Portugal. International Journal of Retail and Distribution Management, 50(7), 799–815. DOI
Casais, B. (2022). Pilgrim Co-Creation. In D. Buhalis (Ed.), Encyclopedia of Tourism Management and Marketing (Vol. 3, pp. 490–492). Edward Elgar. DOI
Casais, B., & Faria, J. (2022). The Intention-Behavior gap in Ethical Consumption: Mediators, Moderators and Consumer Profiles Based on Ethical Priorities. Journal of Macromarketing, 42(1), 100–113. DOI
Casais, B., & Gomes, L. R. (2022). Fashion bloggers’ discourse on brands under corporate crisis: a netnographic research in Portugal. Journal of Fashion Marketing and Management, 26(3), 420–435. DOI
Casais, B., Teixeira, A., & Fernandes, C. (2022). Consumer perception of corporate social responsibility (CSR) through retail brand labels disclosure. International Journal of Social Ecology and Sustainable Development, 13(4). DOI
Felizardo, S., Bem-Haja, P., Casais, B., Brito-Costa, S., & de Almeida, H. (2022). Pre-ordering Music Vynils: The Impact of Price and Number of Band Supporters. In J. L. Reis, E. P. López, L. Moutinho, & J. P. M. Santos (Eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies (Vol. 279, pp. 431–440). Singapore: Springer. DOI
Ferreira, M. R., Silva, C., & Casais, B. (2022). Growing Pains: Shifting From a Traditional Business Model -A Case Study. In M. Pejic-Bach & Ç. Doğru (Eds.), Management Strategies for Sustainability, New Knowledge Innovation, and Personalized Products and Services (pp. 252–267). IGI Global. DOI
Leal, M. M., Casais, B., & Proença, J. F. (2022). Tourism co-creation in place branding: the role of local community. Tourism Review, 77(5), 1322–1332. DOI
Rodrigues, F. Q., & Casais, B. (2022). Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras. In J. D. Santos (Ed.), Cases on Digital Strategies and Management Issues in Modern Organizations (pp. 77–90). IGI Global. DOI
Sista, B., Casais, B., & Moutinho, N. (2022). Online Reviews of Discount Products: The Case of Steam. In J. L. Reis, E. P. López, L. Moutinho, & J. P. M. Santos (Eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies (Vol. 279, pp. 259–268). Singapore: Springer. DOI
Sousa, B., & Casais, B. (2022). The Event ‘‘7 Wonders of Gastronomy’’ and the Digitalization of Communication in the Portuguese Context. In A. Hassan (Ed.), Digital Transformation and Innovation in Tourism Events (pp. 150–160). London: Routledge. DOI
da Costa, T., & Casais, B. (2022). Social Media and E-commerce: a study on motivations for sharing content from E-commerce websites. In M. Khosrow-Pour (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1681–1702). IGI Global. DOI
Abreu, J., Ferreira, M. R., & Casais, B. (2021). Empowering the community or escape daily routine—a voluntourism perspective. Sustainability, 13(21), 12032. DOI
Balio, S., & Casais, B. (2021). A Content Marketing Framework to analyze Customer Engagement on Social Media. In I. R. M. Association (Ed.), Research Anthology on Strategies for Using Social Media as a Service and Tool in Business (pp. 320–336). IGI Global. DOI
Balça, J., & Casais, B. (2021). Return on Investment of Display Advertising: Google Ads vs. Facebook Ads. In E. Esiyok (Ed.), Handbook of Research on New Media Applications in Public Relations and Advertising (pp. 1–13). IGI-Global. DOI
Casais, B., & Castro, C. (2021). Online communication of accessibility conditions in touristic spots: the design–communication gap in Porto destination. Journal of Hospitality and Tourism Technology, 12(2), 196–209. DOI
Casais, B., & Pereira, A. C. (2021). The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal, 56(3), 282–294. DOI
Casais, B., & Proença, J. F. (2021). Quality of life as an outcome disclosure of positive appeals in social advertisements: the case of HIV/AIDS prevention campaigns. In M. M. Galán-Ladero & R. Rivera (Eds.), Applied Social Marketing and Quality of Life: Case Studies from an International Perspective. Applying Quality of Life Research (Best Practices) ( 1st ed. 2021 Edition ., pp. 63–71). Cham: Springer. DOI
Fins, J., Casais, B., Melão, F., & Pires, S. (2021). Promoting quality of life through a social marketing campaign for road safety. In M. M. Galán-Ladero & R. Rivera (Eds.), Applied Social Marketing and Quality of Life: Case Studies from an International Perspective. Springer.Applying Quality of Life Research (Best Practices) (pp. 133–142). Cham: Springer. DOI
Lima, A. M., & Casais, B. (2021). Consumer Reactions Towards Femvertising: A Netnographic Study. Corporate Communications, 26(3), 605–621. DOI
Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The effect of macro celebrity and micro influencer endorsements on consumer-brand engagement on Instagram. In M. A. Camilleri (Ed.), Strategic Corporate Communication in the Digital Age (pp. 131–144). Bingley, UK: Emerald. DOI
Mattos, D., Casais, B., & Braga, A. (2021). Marketing Automation in Business-to-Business Relationships and the emerged Value Cocreation. In V. Ratten & P. Thaichon (Eds.), Covid-19, Technology and Marketing: Moving forward and the new normal (pp. 85–99). Singapore: Palgrave MacMillan. DOI
Pereira, D., Casais, B., Ferreira, M. R., & Proença, J. F. (2021). Cause-Related Marketing in Luxury Brands: The Case of Josefinas. In M. M. Galán-Ladero, C. Galera-Casquet, & H. Alves (Eds.), Cause-Related Marketing Case Studies From a Global Perspective (pp. 201–209). Springer. DOI
Szczepanik, V., & Casais, B. (2021). The influence of the field of study and entrepreneurship course in entrepreneurial intention among university students. In P. Jones (Ed.), Universities and Entrepreneurship: Meeting the Educational and Social Challenges (Vol. 11, pp. 117–131). Emerald. DOI
Terra, L., & Casais, B. (2021). Moments of Truth in Social Commerce Costumer Journey: A literature review. In F. Martínez-López & S. D’Alessandro (Eds.), Advances in Digital Marketing and eCommerce, DMEC 2021 (pp. 236–242). Cham: Springer. DOI
Balio, S., & Casais, B. (2020). A Content Marketing Framework to analyze Customer Engagement on Social Media. In S. Alavi & V. Ahuja (Eds.), Managing Social Media Practices in the Digital Economy (pp. 45–66). IGI Global. DOI
Casais, B. (2020). Gestão da Distribuição em e-Marketplaces. Agrocluster Ribatejo. DOI
Casais, B., & Sousa, B. (2020). Heterogeneity of motivations and conflicts in pilgrim-to-pilgrim interaction: A research on the way of Saint James. Tourism Management Perspectives, 36(October), 100748. DOI
Casais, B., Fernandes, J., & Sarmento, M. (2020). Tourism Innovation through Relationship Marketing and Value Co-Creation: a study on peer-to-peer online platforms for sharing accommodation. Journal of Hospitality and Tourism Management, 42, 51–57. DOI
Martins, A. M., & Casais, B. (2020). Determinants for Value Creation in Mobile Apps Within Tourist Experience: An Exploratory Study in a Northern City in Portugal. In C. Ramos & P. O. Fernandes (Eds.), Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector (pp. 212–230). IGI-Global. DOI
Moura, R., & Casais, B. (2020). Search Engine Marketing to Attract International Digital Traffic. In F. M. Pinto & T. Guarda (Eds.), Digital Marketing Strategies and Models for Competitive Business (pp. 74–102). IGI-Global. DOI
da Costa, T., & Casais, B. (2020). Social Media and E-commerce: a study on motivations for sharing content from E-commerce websites. In S. Alavi & V. Ahuja (Eds.), Managing Social Media Practices in the Digital Economy (pp. 121–149). IGI-Global. DOI
Boulhosa, I., & Casais, B. (2019). Motivations for Tourism Shopping in Department Stores: an Exploratory Research about Tourists’ Profiles Visiting El Corte Inglés Gaia. European Journal of Tourism, Hospitality and Recreation, 9(1), 18–26. DOI
Casais, B., & Monteiro, P. (2019). Residents’ involvement in city brand co-creation and their perceptions of city brand identity: a case study in Porto. Place Branding and Public Diplomacy, 15(4), 229–237. DOI
Casais, B., Ferreira, M. R., & Proença, J. F. (2019). Reducing tax evasion: the case of electronic invoicing in Portugal. In G. D. M. Debora Basil & M. Basil (Eds.), Social Marketing in Action: Cases from Around the World (pp. 175–185 ). Springer. DOI
Casais, B., Proença, J. F., & Barros, H. (2019). Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal. In M. Galán-Ladero & H. Alves (Eds.), Case Studies on Social Marketing (pp. 85–100). Springer. DOI
Kindl, E.-M., & Casais, B. (2019). Motivations and perceived opportunities for partnerships among international business consultancy firms. Review of International Business and Strategy, 29(4), 315–328. DOI
Meireles, M. J., & Casais, B. (2019). Fatores de escolha de fornecedores “Made in Portugal” para Private Labels de vestuário. Gestin, XV(18/19), 213–228. DOI
Oliveira, B., & Casais, B. (2019). The importance of user-generated photos in restaurant selection. Journal of Hospitality and Tourism Technology, 10(1), 2–14. DOI
Sá, E., Casais, B., & Silva, J. (2019). Local development through rural entrepreneurship, from the Triple Helix perspective: The case of a peripheral region in northern Portugal. International Journal of Entrepreneurial Behaviour and Research, 25(4), 698–716. DOI
Balasyan, I., & Casais, B. (2018). Keeping Exclusivity in an e-Commerce Environment: the Case of Farfetch.com and the Market of Luxury Clothes. International Journal of Marketing, Communication and New Media, (4), 6–27. DOI
Casais, B., & Proença, J. F. (2018). Social advertisements for public health and epidemic dynamics: A study based on HIV/AIDS prevention television advertisements in four European countries. Journal of Social Marketing, 8(4), 397–420. DOI
Casais, B., & Santos, S. (2018). Corporate propensity for long-term donations to non-profit organisations: An exploratory study in Portugal. Social Sciences, 8(1). DOI
Gomes, R. F., & Casais, B. (2018). Feelings generated by threat appeals in social marketing: text and emoji analysis of user reactions to anorexia nervosa campaigns in social media. International Review on Public and Nonprofit Marketing, 15(4), 591–607. DOI
Igreja, C., Teixeira, A., & Casais, B. (2017). Relacionamentos na qualidade percebida do ensino superior politécnico: um estudo exploratório. European Journal of Applied Business and Management, Special Issue, 263–282. DOI
Sousa, B., Casais, B., & Pina, G. (2017). A influência da marca territorial na predisposição do consumidor turístico: O caso Cabo Verde. European Journal of Applied Business and Management, Special Issue, 324–335. DOI
Sousa, B., Casais, B., Malheiro, A., & Simões, C. (2017). A experiência e o marketing turístico em contextos religiosos e de peregrinação: o caso ilustrativo dos Caminhos de Santiago. Revista De Turismo e Desenvolvimento, (27/28), 789–800. DOI
Casais, B., & Proença, J. F. (2015). A Model to Classify Television Social Advertisements According to Their Use of Positive Appeals. In I. Banks & S. Okazaki (Eds.), Advances in Advertising Research (Vol. Vol. V, pp. 15–27). wiesbaden: Springer. DOI
Casais, B., & Proença, J. F. (2015). Communicating the Prevention of A Stigmatised Disease: a Macromarketing Perspective. Journal of Macromarketing, 35(1), 125–150. DOI
Casais, B., & Proença, J. F. (2015). The Gap between Theory and Practice in Social Marketing: A Research about the use of Positive and Negative Appeals in European Television Advertising Preventing HIV/AIDS. Journal of Macromarketing, 35(1), 137–138. DOI
Casais, B., & Proença, J. F. (2012). Inhibitions and Implications Associated With Celebrity Participation in Health-Related Social Marketing: An Exploratory Research Focused on HIV Prevention in Portugal. Health Marketing Quarterly, 29(3), 206–222. DOI
Casais, B., & Proença, J. F. (2011). The Use of Positive and Negative Emotional Appeals in Health-Related Social Marketing: a historical research approach focused on HIV prevention through short films in the European Union. Journal of Macromarketing, 4(31), 417–428. DOI
Casais, B., & Proença, J. F. (2010). Abstracts from the 2010 Conference of the Macromarketing Society. Journal of Macromarketing, 4(30), 409. DOI
Data Analysis and Transferable Skills
Master
Digital Marketing and e-Business
Master
Thesis Project in Management
Doctorate
Management Seminar
Doctorate
