Maria Antónia Rodrigues is a senior lecturer at the business school of Polytechnic Institute of Porto. She is a director of Bachelor in Marketing, member of the school's Scientific Council, member of the scientific committee of the International Journal of Marketing, Communication and New Media, a researcher at CEOS.PP, and SIIS Porto. She has published several papers. Her main research interests are services, consumer behavior, and business relationships. Maria Antónia Rodrigues has also professional experience in business and services. Maria Amélia Carvalho is a PhD in Business and Management Studies with specialization in Marketing and Strategy from the Faculty of Economics (FEP), University of Porto, in 2017. In 2012, she completed the Master in Economics and City Management and graduated in Economics, in 2010 Both academic degrees were obtained by the Faculty of Economics (FEP), University of Porto. Invited Adjunct Professor at ISCAP since 2018. Her main research areas are related to brands and consumer behavior. She has specific interests in city branding, customer engagement, customer experience, city marketing and services marketing.