Farah Diba Mary Anni Abrantes Braga

Farah Diba Abrantes-Braga is a researcher and professor of marketing and consumer behavior at the French business school TBS Education, Barcelona campus. She is a member of the TBS Marketing Lab and Innovation, the American Marketing Association (AMA), the Association for Consumer Research (ACR), the Spanish Association of Academic and Professional Marketing (AEMARK), and ANPAD (Associação Nacional de Pós-Graduação e Pesquisa em Administração the Brazilian National Association of Graduate Studies and Research in Administration). Her research has been published in leading academic journals, including the European Journal of Marketing, the Journal of Advertising Research, and the International Journal of Bank Marketing. Before joining TBS Education, Farah held faculty positions at prestigious Brazilian institutions such as Insper and FGV-EAESP. She holds a Ph.D. in Marketing from FGV-EAESP, which included a visiting doctoral period at Cornell University (USA, 20162017). Farah was a FAPESP fellow (São Paulo Research Foundation). She also earned a masters degree in Marketing from the University of Bath (UK) as a Chevening Scholar and a bachelors degree in Economics from the Federal University of Ceará (UFC). With over 18 years of corporate experience, she has worked as a marketing executive in national and multinational companies, including Quattor/Braskem and Via Varejo. Her teaching areas include digital marketing, analytical marketing, consumer behavior, marketing management, and conscious consumption. Her research interests focus on low-income consumers financial decision-making, financial well-being, financial inclusion, sustainable marketing, and the effects of credit card use. Currently, her corporate projects center on developing sustainable marketing strategies for financial inclusion and customer value creation and retention. (Source: Lattes Curriculum)