Doutorada em Ciências Empresariais - variante de Marketing e Estratégia, Mestre em Marketing, Pós-Graduada em Comunicação em Saúde e Licenciada em Jornalismo e Ciências da Comunicação. Docente do ensino superior na área de Marketing e Estratégia, desenvolve também ações de consultoria estratégica. Experiência Profissional em assessoria de marketing e comunicação na Universidade do Porto e no Ministério da Saúde. Foi ainda jornalista na Rádio Renascença e no jornal Diário Económico.
Marketing Público
Social e não Lucrativo
Marketing Digital
e-Commerce e e-Marketplaces
Publicidade
Comunicação de Marketing e Gestão da Reputação
Gestão Pública de Marketing Territorial
Publicações selecionadas
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
Outras publicações
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
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
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
Análise Avançada de Dados
Doutoramento
Análise de Dados e Competências Transversais
Mestrado
Estudos Avançados de Marketing
Doutoramento
Marketing de Serviços e Relacional
Licenciatura
Marketing Digital
Licenciatura
Marketing Digital e e-business
Mestrado
Marketing Público e Social
Mestrado
Projeto de Marketing
Licenciatura
