Publications in VIVO

Centeno-Velázquez, Edgar Antonio

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Before starting his academic career, Edgar held several Marketing positions in brand management, new product development and advertising for such organisations as Colgate-Palmolive, L'Oréal de Paris, and The Coca-Cola Company. He holds a Bachelor's of Science Degree and a Master's Degree in Business Administration both from the University of Pennsylvania where he obtained a scholarship sponsored by the Institute of International Education (IIE) in New York. In 2009, he received his PhD from the University of Strathclyde (UK). From his thesis entitled "Exploring how brands are built in SMEs," several articles have been published in international academic journals and co-edited a special issue on "The interlink between Marketing and SMEs". Currently, Edgar lectures in Brand Management and New Product Development. He is a member of the Review Board of the Journal of Product and Brand Management, regional editor of the Journal of Place Branding & Public Diplomacy, and a member of the Marketing research group at Universidad de Cantabria (Santander, Spain). He is also an honorary research fellow at University of Strathclyde and a visiting professor at Universidad Pablo de Olavide (Seville, Spain). Since 2014, he is a member of SNI level 1 (the National System of Researchers in Mexico). His major research interests include: Brand Management, SME Marketing and the dyadic relationship between consumers and brands.

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Selected publications