Gonzalo Moreno

Gonzalo Moreno is a faculty member in the Department of Business and Economics at Saint Louis University-Madrid. He holds a Ph.D. in Marketing from Universidad Complutense de Madrid, an MBA from Instituto de Empresa, and a B.A. in Communications from Universidad Complutense de Madrid.

• Education:
  • Ph.D., Marketing, Universidad Complutense de Madrid
  • MBA, Instituto de Empresa
  • B.A., Communications, Universidad Complutense de Madrid

Moreno specializes in Brands and Branding, Retail, Non-Food Retail Brands, Customer Experience (CX), Customer Relationship Management (CRM), and Customer Loyalty. His research focuses on the role of store brands in customer loyalty, the impact of co-creation with virtual assistants on Gen-Z consumers, and the evolution of e-commerce in Spain.

His recent publications span topics including e-commerce adoption in Spain, the dynamics of non-food retail branding, and the application of co-creation technologies in marketing. Keywords across his work include Marketing, Retail, E-commerce, Technology, and Consumer Behavior, with sub-fields focusing on brand perception, customer experience, CRM, digital transformation, and retail innovation.

Contact: gonzalo.moreno@slu.edu | Office: Padre Arrupe Hall, Avenida del Valle, 34, Madrid, Spain 28003