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Fabio S. Sandes

Associate Professor at UCLy

Research group (8) Sustainable enterprises and organizations

fsandes@univ-catholyon.fr

Campus Annecy - Alpes Europe
25 Rue de la Cité 74000 Annecy

Function

  • Member of the Research group (8) Sustainable enterprises and organizations, UR CONFLUENCE : Sciences et Humanités (EA1598) Lyon Catholic University

Further information

Research areas

Marketing Sustainable consumption

Teaching areas

Marketing

Presentation

From the vibrant world of fashion to the intellectual hubs of academia, Dr. Fábio Shimabukuro Sandes has passionately crafted a career at the intersection of Marketing and consumer behavior. With over 20 years of experience shaping strategies for global brands like The LYCRA® Company and Vicunha Textiles, he now inspires the next generation of Marketing leaders as an Assistant Professor & Researcher at ESDES Business School - Université Catholique de Lyon (UCLy).
Holding a Ph.D. and M.Sc. in Marketing from Fundação Getulio Vargas, EAESP, Dr. Sandes explores the evolving dynamics of social media, sustainable consumption, and digital influencers. A storyteller at heart, he turns complex data into actionable insights, uncovering the ways Marketing connects people, ideas, and values in an ever-changing world. Whether presenting at global conferences or delving into research, his work bridges industry expertise with academic rigor, inspiring innovation in both realms.
  • Scientific Publications & Communications
    • Articles In Peer-Reviewed Journals
      • SANDES, Fabio S. (2024). «How brand involvement influences consumer reactions to controversial and noncontroversial issues». Journal of Textile Engineering & Fashion Technology, 10, 5, 204-211. [+]
      • SILVEIRA, Paulo Duarte, SANDES, Fabio S., XARA-BRASIL, Duarte, MENEZES, Karla (2024). «Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands». Sustainability, 16, 16, 6863. [+]
      • SILVA, Susana C, SANDES, Fabio S., PIRES, Ana Sofia (2024). «Secondhand savvy: examining the influence of prior experience on motivators and barriers in parents' choice of children's secondhand products». Journal of Fashion Marketing and Management: An International Journal, 28, 6, 1275-1291.
      • FASANELLA, Gabriela, SANDES, Fabio S., BRITO, Eliane Pereira Zamith (2023). «Aliar-se a influenciadores ou a celebridades?». GV-Executivo, 22, 2, 10-17. [+]
      • PEDRO, Yael, SANDES, Fabio S. (2022). «Similarities and differences in consumers' choices of swimwear between Brazil and Israel». Journal of Textile Engineering & Fashion Technology, 8, 4, 114-119. [+]
      • ALMEIDA E SOUZA, Carolina, COSTA E SILVA, Susana, SANDES, Fabio S. (2022). «Combinar marketing de experiência com marketing de influência pode conduzir a um aumento do brand awareness digital?». Internext, 17, 3, 333-348. [+]
      • SILVA, Susana C., DUARTE, Paulo, SANDES, Fabio S., ALMEIDA, Catarina Andreia (2022). «The hunt for treasures, bargains and individuality in pre-loved luxury». International Journal of Retail & Distribution Management, 50, 11, 1321-1336. [+]
      • AHMAD, Nasir, SILVA, Susana C., DUARTE, Paulo, SANDES, Fabio S. (2021). «What Factors Determine the Purchase Intention of Halal Products by Porto-Muslim Consumers?». Journal of Islamic Business and Management (JIBM), 11, 01, 181-197. [+]
      • SANDES, Fabio S., LEANDRO, Julio, BOAVENTURA, Patricia, DA SILVA JUNIOR, Adelson Ferreira (2019). «I do not own a car any more: An analysis of possessions’ disposal and changes in consumers’ identities». International Journal of Consumer Studies, 43, 5, 446-456. [+]
      • SANDES, Fabio S., URDAN, Andre Torres (2013). «Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies». Journal of International Consumer Marketing, 25, 3, 181-197. [+]
    • Chapters
      • SANDES, Fabio S. (2023). «Activist Brands: Exploring the Boundaries of Controversy». In : I. V. Pereira, P. B. Pires, J. D. Santos (dir.), Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs. IGI Global Publishers, 143-153. [+]
      • SANDES, Fabio S. (2023). «A Closer Look at the Menswear Market in Brazil». In : Frederica Brooksworth, Emmanuel Mogaji, Genevieve Bosah (dir.), Fashion Marketing in Emerging Economies Volume II. Springer Publishing, 2, 49-72.
      • SILVEIRA, Paulo Duarte, SANDES, Fabio S., XARA-BRASIL, Duarte (2023). «The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users». In : Brooksworth, F., Mogaji, E., Bosah, G. (dir.), Marketing and Smart Technologies. Cham : Ed. Palgrave Macmillan, 383-394. [+]
      • SANDES, Fabio S. (2022). «The Outcomes of Online Browsing in Consumers». In : L. Reis, L. C. Carvalho, C. Silveira (dir.), Digitalization as a Driver for Smart Economy in the Post-COVID-19 Era. IGI Global Publishers, 78-92. [+]
    • Presentations at Symposiums
      • Conference paper with proceedings
        • SANDES, Fabio S. «Elevating secondhand luxury branding’s influence on consumer perceptions and behaviors». AMA Summer Conference 2024, American Marketing Association, August 2024, United States of America : American Marketing Association, 35, 678-682. [+]
        • SANDES, Fabio S. «Boosting the Secondhand Products Market: How the Intersection of Brand Equity and Sustainability proneness may increase consumers intention to purchase secondhand products». 2024 Global Fashion Management Conference, GAMMA, July 2024, Milan, Italy : Global Alliance of Marketing and Management Associations, 654-655. [+]
        • SANDES, Fabio S., CAMPIGLIA, Lucila. «Future of the past: Semiotic Analysis of Gucci's Futurist Renaissance through Artificial Intelligence». 2024 Global Fashion Management Conference, GAMMA, July 2024, Milan, Italy : Global Alliance of Marketing and Management Associations, 625-637. [+]
        • SANDES, Fabio S., LOPES, Monica, DAMASIO, Manuel José. «Beyond the Runway: Embracing Speculative Design in Fashion Films During COVID-19». 2024 Global Fashion Management Conference, GAMMA, July 2024, Milan, Italy : Global Alliance of Marketing and Management Associations, 688-699. [+]
        • SANDES, Fabio S., LOPES, Paula, RODRIGUES, Rosa, ESTRELA, Rui. «The Moderating Role of Social Media Advertising in Customers' Purchase Intention». 10th European Conference on Social Media ECSM 2023, ACI, May 2023, Krakow, Poland : Academy International Conference, 1, 117-124. [+]
      • Conference paper
        • SANDES, Fabio S., LOPES, Paula, ESTRELA, Rui. «Viral Virtues: Discussing Merit and Gender Influence in the Generation Z's Social Media Saga». EMAC 2024 - 53rd Annual Conference, European Marketing Academy, May 2024, Bucarest, Romania.
        • SANDES, Fabio S., ROSA, Anderson, HAMZA, Kavita. «Ativismo de Marca:Uma Revisão Sistemática de Literatura». XXVI SEMEAD Seminários em Administração, São Paulo, Universidade de São Paulo, November 2023, São Paulo, Brazil.
        • SANDES, Fabio S., FASANELLA, Gabriela, BRITO, Eliane Pereira Zamith. «How we get there matters. An analysis of different pathways that lead celebrities and digital influencers to fame.». AMA Summer Conference 2023, American Marketing Association - AMA, August 2023, San Francisco, United States of America.
        • SANDES, Fabio S., LOPES, Paula, ESTRELA, Rui. «Investigating how consumers perceive content produced by digital influencers when the message evokes a sense of meritocracy and gender is congruent with the influencer». AMA Summer Conference 2023, American Marketing Association - AMA, August 2023, San Francisco, United States of America.
        • SANDES, Fabio S. «The Impact of Brand Presence on Consumer Perceptions of Controversial and Noncontroversial Topics». VI International Conference on Innovation and Entrepreneurship in Marketing and Consumer Behaviour, Universidade de Aveiro, June 2023, Aveiro, Portugal.
        • SANDES, Fabio S., LOPES, Paula, ESTRELA, Rui. «An exploratory study of the impact of gender congruence, self-esteem, and type of message in consumers' perception of content produced by digital influencers». 52nd Annual EMAC Conference - Odense- SDU University, EIASM / EMAC, May 2023, Odense, Denmark.
        • SANDES, Fabio S., PIRES, Ana Sofia, SILVA, Susana C. «Parents' Motivation and Barriers to Buy Second-Hand Products for Their Children». AMA Winter Conference 2023, American Marketing Association - AMA, February 2023, Nashville, United States of America.
        • SANDES, Fabio S., SILVEIRA, Paulo Duarte, XARA-BRASIL, Duarte. «The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users». International Conference of Marketing and Technology, ICMARKTECH, December 2022, Santiago de Compostela, Spain.
        • SANDES, Fabio S., PIRES, Ana Sofia, SILVA, Susana C. «What Would Incentive and Discourage Parents from Buying Second-Hand Products for their Kids?». 1st Fashion & Sustainability FL Conference, Universidade Lusófona, November 2022, Lisboa, Portugal.
        • SANDES, Fabio S. «A percepção dos jovens portugueses sobre a influência dos influenciadores digitais brasileiros em suas rotinas, um estudo exploratório». XIV Congresso Internacional da Lusocom, LUSOCOMM, October 2022, Porto, Portugal.
        • SANDES, Fabio S., FERNANDES, Ana, SILVA, Susana C. «A Management Perspective on Brand Activism». Encontro Nacional da Associação Nacional da Pós em Administração ENANPAD 2022, ENANPAD, September 2022, São Paulo, Brazil.
        • SANDES, Fabio S. «What could make second-hand products more attractive for consumers?». British Academy of Management Conference 2022, British Academy of Management, August 2022, Manchester, United Kingdom.
        • SANDES, Fabio S. «Exploring The Conditions in Which Brands Should Stand For Their Values». Academy of Marketing Conference 2022, Academy of Marketing UK, July 2022, Huddersfield, United Kingdom.
        • SANDES, Fabio S., FASANELLA, Gabriela, BRITO, Eliane Pereira Zamith. «Celebridades e Influentes: Diferenças e Similaridades». XXIV SEMEAD, Seminários em Administração, Universidade de São Paulo, USP, November 2021, São Paulo, Brazil.
        • SANDES, Fabio S., SILVA, Susana C., DUARTE, Paulo. «An Exploratory Study Of How The Story Behind A Pre-Loved Luxury Item Creates Value». 1st Workshop in Consumer Culture Theory, Universidade de Aveiro, September 2021, Aveiro, Portugal.
        • SANDES, Fabio S. «The role of brands in second-hand product consumption.». AMA Summer Conference 2021, American Marketing Association - AMA, August 2021, Chicago, United States of America.
        • SANDES, Fabio S., LUZ, Rita P. «O impacto do Marketing emocional no comportamento do consumidor: uma perspetiva da COVID-19». Congresso Internacional de Investigadores do Audiovisual CIIA 2021, Universidade Lusófona, June 2021, Lisboa, Portugal.
        • SANDES, Fabio S., FASANELLA, Gabriela, VIOTTO, Marina, BRITO, Eliane Pereira Zamith. «O Mito Utilizado como Ferramenta de Inflência e Persuasão nas Mídias Sociais». Congresso Internacional de Investigadores do Audiovisual CIIA 2021, Universidade Lusófona, June 2021, Lisboa, Portugal.
        • SANDES, Fabio S. «The motivations, barriers, and the role of brands in second-hand product consumption.». 50th Annual EMAC Conference, EIASM / EMAC, May 2021, Madrid, Spain.
  • Scientific valorisation and dissemination of knowledge
    • Popular Science
      • Conferences and presentations to the general audience
        • SANDES, Fabio S. «Estratégias e modelos de negócio na indústria da moda em momentos de incerteza». UFG 2º Fashion Business, Universidade Federal de Goiás, June 2021, Goiania, Brazil. [By invitation].
  • Scientific Collaborations
    • Member of research laboratories
      • Since 2024, Member of the Research group (8) Sustainable enterprises and organizations, UR CONFLUENCE : Sciences et Humanités (EA1598), UCLy, France
    • Involvement in scientific groups and learned societies
      • 2020 : PhD Integrated Researcher, Centre for Research in Applied Communication, Culture, and New Technologies, PortugalSince 2020, PhD Integrated Researcher, Centre for Research in Applied Communication, Culture, and New Technologies, Portugal
  • Supervision Of Theses
    • 2021 - 2022 : FASANELLA Gabriela Abrahão, Inflluencers and Celebrities: Comparing Trajectories. Master's thesis Defended. EAESP Fundação Getulio Vargas, FGV/ SP.
  • Supervision of master's thesis
    • 2021 - 2022, The Impact of Emotional Marketing on Consumer Behavior: A COVID-19 Perspective, Master's thesis, Marketing, Universidade Lusófona.
  • Editorial Activities
    • Participation in editorial committees
      • Since 2021, Associate Editor - marketing, REGE Revista de Gestão, Université de Sao Paulo (Brésil), Brazil
  • Research stays
    • 10/01/2019 : PhD Visiting Student, United States of America
  • Diplomas
    • 2020, Doctorat (PhD), Sciences de gestion, Marketing, consumer online behavior, EAESP Fundação Getulio Vargas, FGV/ SP, Brésil
    • 2010, Master, Sciences de gestion, Marketing, EAESP Fundação Getulio Vargas, FGV/ SP, Brésil
  • Pedagogical activities and responsabilities
    • 2021 - 2024 Invited Professor, Polytechnic Institute of Setúbal - IPS, Portugal
    • 2020 - 2024 Faculty researcher, Universidade Lusófona, Portugal
    • 2016 - 2023 Pedagogical Director - Fashion Business Specialization, Faculdade Santa Marcelina, Brazil
    • Teaching
      • 2024 - 2022, Fashion Communication, Universidade Lusófona, Portugal
      • 2024 - 2022, Social Media Marketing, Polytechnic Institute of Setúbal - IPS, Portugal
      • 2024 - 2021, Digital Marketing, Polytechnic Institute of Setúbal - IPS, Portugal
      • 2024 - 2021, Fashion Marketing, Universidade Lusófona, Portugal
      • 2024 - 2020, Marketing Plan, Universidade Lusófona, Portugal
      • 2024 - 2020, Operational Marketing, Universidade Lusófona, Portugal
      • 2024 - 2020, Strategic Marketing, Universidade Lusófona, Portugal
      • 2023 - 2017, Research Methodology, Faculdade Santa Marcelina, Brazil
      • 2023 - 2016, Fashion Marketing, Faculdade Santa Marcelina, Brazil
      • 2023 - 2016, Textile Industry, Faculdade Santa Marcelina, Brazil
      • 2020 - 2024, Digital Marketing, Universidade Lusófona, Portugal
  • Awards and distinctions
    • 2016 - 2020, CAPES tuition scholarship for a Ph.D., provided by CAPES, a Brazilian federal agency that supports scientific research.
  • Languages
    • English - Capable d'enseigner
    • Portuguese - Capable d'enseigner
    • Spanish - Capable d'enseigner