Determinants and consequences of brand credibility: a case study in the pharmaceutical industry

Cristela Maia Bairradahas PhD in Management at the Faculty of Economics of the University of Coimbra, Portugal in 2016. She is Assistant Professor of Marketing at the Faculty of Economics, University of Coimbra (FEUC) and Researcher at the Centre for Business and Economics Research (CeBER), researching in various topics such as: brands, consumer behavior, brand love, city branding, brand loyalty, brand personality, brand experience, brand credibility, etc. Throughout her professional career she has been responsible for several courses in marketing, consumer behavior and strategy. She has several papers published in international journals.

João Fontes da Costa has PhD in Management from the University of Coimbra, Portugal. Currently teaching in The Polytechnic Institute of Tomar in the Management and People and Organizational Behavior areas, he is also Researcher at the Centre for Business and Economics Research (CeBER). He has authored multiple articles and scientific communications and is Member of European Association of Organizational and Work Psychology (EAWOP) and Portuguese Association of Professionals in Industrial, Organizations and Work Sociology (APSIOT).

Rui Manuel Santos studied Marketing and Communication in the Polytechnic Institute of Coimbra, and his Master’s Dissertation was on Pharmaceutical and Healthcare Marketing. He is particularly interested in topics involving pharmaceutical and health-care industries.

Arnaldo Coelho holds PhD in Business Administration from the University of Barcelona. He is Associate Professor at the Faculty of Economics of the University of Coimbra since 1987 and coordinates different courses in the Business Management area. He is Researcher at Center for Business and Economics Research (CEBER) and in the Marketing field, with emphasis on Relationship Marketing and Branding, Corporate Social Responsibility and Human Resources Management and has publications in several international indexed journals such as the Journal of Business Research, the European Journal of Marketing, the International Journal of Human Resources Management, among others. He acts, as well, as a business consultant in the fields of marketing and strategy.