Ana Sousa is a full researcher at the Research Unit on Governance, Competitiveness and Public Policies School – GOVCOPP - at the University of Aveiro (Portugal). She holds a PhD in Marketing and Strategy from the University of Minho and a Postdoc in Consumer Behaviour from COMEGI - University Lusíada. She also holds a Master's in Marketing and Business Administration, a degree in Business Management from ISAG - European Business School, and a degree in Psychology from the University of Porto. She is an invited Professor of Research Methodologies at the Polytechnic Institute of Santarém (Portugal) and was part of COST Arkwork, an international research project funded by the COST network. She has successfully supervised MSc dissertations to completion and continues to guide students in marketing and business research. Her ongoing research projects focus on consumer-brand relationships in the contexts of luxury, tourism, and hospitality, place branding and cultural heritage, as well as new technologies and the metaverse. Her research is featured in high-impact academic journals, contributing to the advancement of marketing and consumer behaviour studies.