Centeno-Velázquez, Edgar Antonio

Dr. Edgar Centeno-Velázquez is a Research Professor of Marketing at EGADE Business School ¿ Tecnológico de Monterrey. His research focuses on brand authenticity, anthropomorphism and human brands, as well as the study of equity, inclusion, and consumer empowerment from a conscious marketing and well-being perspective. He has published several articles in international peer reviewed journals. His publications include the co-edition of two books New Perspective of Contemporary Marketing and Marketing for Entrepreneurs: Emphasising brand identity and brand connectivity as well as author of the chapter ¿Let us listen to the voice of women in management in the twenty-first century: A longitudinal study,¿ published in the Handbook on Well-Being of Working Women. Since 2010, Professor Centeno has been the regional editor for Latin America and the Caribbean of the Journal of Place Branding and Public Diplomacy and guest co-editor of the Journal of Marketing Intelligence & Planning. In 2014, he was appointed a member of the Publishing Board of the prestigious journal on branding, the Journal of Product and Brand Management. He is also an honorary researcher at the doctoral level at the University of Strathclyde, Scotland (United Kingdom) and a guest professor at the University Pablo de Olavide, Sevilla (Spain). He has also spoken at international congresses. He is a member of the SNI (Sistema Nacional de Investigadores), Level I, Conacyt. Professor Centeno has more than 15-year experience in marketing and brand management in managerial positions in global companies such as The Coca-Cola Company, L¿Oréal, and Colgate-Palmolive and in SMEs such as Notmusa and The Odda Company where he was also a founding partner.

He currently serves as Associate Editor of the Journal of Product & Brand Management. He has also served as Regional Editor for Latin America and the Caribbean of the Journal of Place Branding & Public Diplomacy and as Guest Co-Editor of both the Journal of Marketing Intelligence & Planning and the Journal of Product & Brand Management (2023), where he coedited the special issue ¿Family Business Brands and the Branding Process.¿ Since 2014, he had been a member of the Journal of Product & Brand Management¿s Editorial Review Board. Dr. Centeno¿s research has been published in leading academic journals such as the Journal of Business Research, Journal of Product & Brand Management, Journal of Retail & Consumer Services, Feminist Media Studies, International Journal of Consumer Studies, and the European Journal of Marketing, among others. His most recent work on femvertising, authenticity, and emotional consumer response has been accepted for publication in Feminist Media Studies and is currently under review in the Journal of Product & Brand Management and Journal of Retailing & Consumer Services. He has presented his work at international conferences across Europe and the Americas, including the World Marketing Congress (France, 2025) and the Academy of Marketing Science Conference (Croatia, 2025). Dr. Centeno is a Level II Member of Mexico¿s National System of Researchers (SNI¿SECIHTI) and a recipient of EGADE¿s Circle of Distinguished Professors Award for teaching excellence. He teaches Conscious Marketing and Human Behavior, Brand Strategy, Consumer Behavior, Branding for Entrepreneurs, and Marketing Research Systems at the master¿s and doctoral levels. He is also a Visiting Professor at the Universidad Pablo de Olavide (Seville, Spain) and an Honorary Research Fellow at the University of Strathclyde (United Kingdom). Dr. Centeno earned his Ph.D. in Marketing from the University of Strathclyde, United Kingdom (2009), with a dissertation titled ¿Exploring How Brands Are Built in SMEs.¿ He holds an MBA and a Bachelor of Science degree from the University of Pennsylvania, United States ¿ both completed under scholarships sponsored by the United Nations (UN) in New York. Before entering academia, Dr. Centeno accumulated over 15 years of senior marketing experience in global companies such as The Coca-Cola Company, L¿Oréal Paris, and Colgate-Palmolive, and was a founding partner and International Marketing Director at The Odda Company. He remains closely connected to industry as a consulting partner at Efervescencia Innovation Lab, focusing on qualitative and quantitative research applied to innovation and the development of conscious brands.