Eliane Cristine Francisco

Eliane Francisco is associate professor at PUCPR (Pontifical Catholic University of Parana, Brazil). She is member of the marketing research team since 2011 and develops the function of dean of the Communication and Arts School since 2012. She received her PhD in Business and Strategy at UFPR (Federal University of Parana, Brazil). Her doctoral exchange occurred at ESADE Ramon Llull University, Spain. She also held some short courses at USA (Baldwin Wallace College and UCSD). She has published research articles in Journal of Brand Management (JBM), Journal of Consumer Behaviour (JCB) and other relevant journals in Brazil (RAC, RaUSP, REGE, Remark). Before joining the academic research, she worked as marketing analyst at different industries and advertising agencies for four years. As a researcher, she has been working in two complementary areas: communication effectiveness and brand strategy. More specifically, communication effectiveness is related to consumer attitudes, behavior, attention, short-term memory, engagement, WOM (word-of-mouth), ROI (return on investment) and online social media. For brand strategy, her interest is concentrated in brand relationship quality (BRQ), place branding, brand authenticity, brand equity (CBBE) and brand reputation. She has been working with different research methodologies including surveys, experiments, biological measures and open data.

Professora titular e orientadora no Programa de Doutorado e Mestrado em Administração da Pontifícia Universidade Católica do Paraná. Doutora e Mestre em Administração de Empresas pela UFPR com ênfase em Comportamento do Consumidor e Estratégias de Marketing, Especialista em Administração em Marketing pela FAE Business School, bacharel em Publicidade e Propaganda pela PUCPR, e Bacharel em Design Gráfico pela UTFPR. Fez intercâmbio doutoral no ESADE em Barcelona com bolsa sanduíche CAPES. Realizou pós-doutorado na NCCU (National Chengchi University, Taiwan) sobre Reputação de Marcas em ambiente digital, por meio de análise de big data. Foi diretora acadêmica da área de Comunicação e Artes da PUCPR entre 2012 e 2019. Atualmente é também consultora de Planejamento de Marketing. Foco das atividades acadêmicas e de pesquisa em 3 eixos: (1) MARKETING DIGITAL: DESEMPENHO COMPORTAMENTAL E FINANCEIRO; (2) EFETIVIDADE DA COMUNICAÇÃO; e (3) GESTÃO DE MARCAS: IMAGEM, IDENTIDADE, REPUTAÇÃO E PLACE BRANDING. Utiliza diversos métodos de pesquisa como surveys, experimentos, uso de marcadores biológicos e analise de big data.