selected publications academic article in scopus The emotional side of price: reference price as a decision maker in consumer purchase. International Journal of Retail and Distribution Management. 2024 chapter in scopus Understanding Omnichannel Customer Experience through Brand Trust and Its Impact on Shopping Intention: An Abstract. 59-60. 2022
teaching activities Analytics and Advanced Market Intelligence Consumer Intelligence for Insights Generation Segmentation and Positioning of Value Strategies Workshop: Preparation for Final Exams (LEM)
education and training Degree in marketing, Tecnológico de Monterrey Master in Marketing Management, Universidad de Guadalajara PhD in Administrative Sciences, Sede EGADE Business School, Santa Fe