Os temas de investigação incluem a relação entre marca e consumidor.

Marketing comunicação empresarial e responsabilidade social de negócio; sustentabilidade, turismo integrado e hospitalidade; marketing digital marketing B2B e B2C; valores culturais próprios de cada país; marketing do produto e do preço; e-business e e-learning.
Estratégia: gestão estratégica; gestão da saúde; negócios de família; gestão do conhecimento e gestão de transporte; liderança; empreendimento; internacionalização.
A cooperação internacional desenvolve-se com a Universidade Autónoma de Madrid e com a Universidade Aberta de Catalunha (Prof. Inma Rodriguez).

Seleção dos Principais Documentos Publicados até 2019

• Borges, A. P., Correia-da-Silva, J., & Laussel, D. (2014). Regulating a manager whose empire-building preferences are private information. Journal of Economics, 111(2), 105–130. 

• Borges, A. P., Remondes, J., & Rodrigues, P. (2014). The profile of users of social networks: a tool for developing strategies. Journal of Strategic and International Studies, (9), 53–60. 

• Borges, A. P., Ribeiro, G., & Rodrigues, P. (2013). A Triple Vision of the Effectiveness of Internal Marketing. International Journal of Marketing, Communication and New Media, 1(1), 87–102.

• Borges, A. P., Rodrigues, P., & Matias, Á. (2016). Customer satisfaction and expenditure behaviour in musical festivals: The Optimus Primavera Sound case study. Tourism Economics, 22(4), 825–836. Matias, Á., & Sarmento, M. (2013). Quantitative Methods in Tourism Economics. Berlim: Springer-Verlag. 

• Cardoso, A., & Figueiredo, J. (2014). Attitudes of children related to brands’ promotions. International Journal of Humanities and Social Science, 4(1), 113–122.

• Faria, M. J., Dias, J. M. de C. e, González, M. J. E. C., Angelo, P. F. G., Loureiro, R. Jorge da S., Moreira, R. F. P., & Pereira, R. F. D. (2018). The particular world of sports scam. International Journal of Physical Education, Sports and Health, 5(3), 105–114.

• Faria, M. J., Macedo, F. A. de, Sousa, F. M. A. C.-B., Pereira, J. da S., Fontão, J. P. F., & Santos, J. P. B. dos. (2018). The glittering darkness of fraud and corruption of sports. International Journal of Physical Education, Sports and Health, 5(3), 160–170. 

• Faria, S., Carvalho, V., Ferreira, P., & Assunção, J. (2013). Satisfaction, commitment and loyalty in online and offline retail in Portugal. European Journal of Business and Social Sciences, 2(7), 49–66. 

• Ferreira, P., & Rodrigues, P. (2018). Engagement as an antecedent of the satisfactionperformance relation: a study with line managers. International Journal of Human Resources Development and Management, 18(1–2), 32–49. 

• Laranjeira, E., & Szrek H. (2016). Going beyond life expectancy in assessments of health systems’ performance: life expectancy adjusted by perceived health status. International Journal of Health Economics and Management, 16(2), 133-161.

• Lucena, J.P. & Casaca, J.A. (2014). How to measure sport brand equity: A proposal for football industry. Chinese Business Review, 14(1), 49-59.

• Maçães, M. (2015). The Effect of Service Orientation and Service Quality on Customer Loyalty in Tourism. Journal of Tourism and Development. 

• Matias, Á., Nijkamp, P., & Romão, J. (2016). Impact Assessment in Tourism Economics. Berlim: Springer-Verlag. 

• Monteiro, A. P., & Borges, A. P. (2015). Impact of socio-demographic characteristics and loyalty on the visitors’ satisfaction. European Journal of Applied Business Management, 1(1), 224–239. 

• Rodrigues, H., Fonseca, M. J., & Cardoso, P. R. (2016). The effect of driver’s gender on the perception of Portuguese road safety communication campaigns. International Journal of Business and Management, 3(4), 103–121.

• Rodrigues, P., & Martins, F. V. (2016). Perceptual and Behavioural Dimensions: Measuring Brand Equity Consumer Based. Journal Fashion Marketing and Management, 20(4), 507–519. 

• Rodrigues, P., Borges, A. P., & Cardoso, C. (2016). Consumer’s love for functional brands: the Aspirin case. International Journal of Pharmaceutical and Healthcare Marketing, 20(4), 477–491.   

• Santos, C. M., Vieira, J. C., & Sarmento, M. (2014). The Willingness to Recommend a Visit to the Azores: A Hierarchical Ordered Probit Model with Application to Scandinavian Tourists. Scandinavian Journal of Hospitality and Tourism, 13(Sup. 1), 73–83.