Jorge Vera holds a PhD in Management Sciences, with honors, from the National University of Mexico (UNAM). Previously, he obtained a MBA at the Technological Institute of Mexico (ITAM). As an undergraduate he studied Experimental Psychology at the National University of Mexico. He has professional experience as a marketing research advisor. Currently, Jorge Vera is a Research Professor of the Technological of Monterrey Business School in Mexico City Campus. He has taught, at graduate and undergraduate levels, subjects such as marketing research, empirical research methodology, instruments design, strategic marketing, brand management and multivariate methods for marketing. As a researcher, he is a member of the Researchers National System of Mexico¿s National Science and Technology Council since 2006. Ha has published several research articles in research journals related to topics such as consumer behavior, service/product performance, consumer involvement, perceived value, brand perceptions and marketing strategies.