Rita Coelho do Vale

Associate Professor
Ph.D. in Marketing from Tilburg University (the Netherlands), MBA and Master in Business Administration (Faculdade de Economia-UNL), B.S. in Economics (Faculdade de Economia-UNL). Rita has for long been teaching marketing courses both at undergraduate, master level, and executive education, participating in several customized programs for companies. She teaches Consumer Behavior, Services Marketing, and Research Methodologies. She's currently the Academic Director of Undergraduate programs and coordinates LERNE- Laboratory for Experimental Research iN Economics and Management, the Advanced Marketing Program for Executives (PAME) and the Executive Master in Management with a specialization in Strategic Marketing. Her main research interests are on decision-making processes, self-regulation and its impact on choice and consumption decisions, impulsive buying behavior, package formats, and Private Labels' phenomenon.
Paper

Brand love measurement scale development: an inter-cultural analysis

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Pontinha, V., Journal of Product & Brand Management (forthcoming), 2019
Paper

Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

Private labels importance across different store loyalty stages: a multilevel approach

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Rita Coelho do Vale, International Journal of Retail & Distribution Managemen…, 2017
Paper

To Tell or Not to Tell? The Impact of Communicating Consumer Participation in New Product Development

Costa, C. & Vale, R., Journal of Product & Brand Management, 27(2), 158-171, 2017
Book chapter

“Is it Worth Adding a Celebrity? The Importance of Brand Familiarity and Celebrity- Product Congruency Across NBs and PLs”

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book chapter

Does packaging matter?: Private Labels’ Trade Dress and Consumer Choice

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book chapter

Explaining National Brands and Private Labels Price Differentials: A Theoretical Model

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

The benefits of behaving badly on occasion: Successful regulation by planned hedonic deviations

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Coelho do Vale, R., Journal of Consumer Psycholog…, 2016
Paper

The impact of private labels on consumer store loyalty: An integrative perspective

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
do Vale, R.C., Journal of Retailing and Consumer Service…, 2016
Paper

“Seize the Day or Save the World? The Importance of Ethical Claims and Product Nature Congruity”,

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book chapter

“The Impact of Private Labels on Different Stages of Store Loyalty: an Empirical Study”

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book chapter

Do Private Labels Lead to Store Loyalty? An Integrated Framework of Analysis Using a Structural Equation Modeling Approach

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book chapter

Is it worth Copying the Leader? The Impact of Copycat Packaging Strategies on Private Label’s Adoption

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

The impact of copycat packaging strategies on the adoption of private labels

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Coelho do Vale, R., Journal of Product and Brand Managemen…, 2015
Book chapter

The Market Power of Private Labels- Retailer’s Brand and Industry Effect

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

The Benefits of Behaving Badly: Successful Regulation By Planned Deviation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

Classification of FMCG Product Macro-Categories on the Utilitarian vs. Hedonic Dimensions

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Book

Divided knowledge on small and medium-sized towns

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Dentinho, T.P., Towns in a Rural Worl…, 2013
Paper

Goal Setting, Goal Pursuit, and the Dynamics of Grocery Shopping

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale & Ana Isabel de Almeida Costa
Costa, A.I.A., European Advances in Consumer Researc…, 2013
Other

Goal Setting, Goal Pursuit, and the Dynamics of Grocery Shopping

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Other

Merry Impulsivity: Belief Systems about the Dark and Bright Sides of Being Bad Consumers

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Paper

Flying under the radar: Perverse package size effects on consumption self-regulation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Do Vale, R.C., Journal of Consumer Researc…, 2008
Other

Sneaky Small Sins Flying Under the Radar: Package Sizes and Consumption Self-Regulation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Other

Consumption Breakdowns: On Avoiding and Embracing Temptations

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale
Other

When Behaving Badly is Good: Self-Regulation by Strategic Goal Deviation

CATÓLICA-LISBON Researcher(s): Rita Coelho do Vale