NATALIA MELANIA VILA LOPEZ

Natalia Melania Vila Lopez is a Professor in the Department of Marketing at the Faculty of Economics, University of Valencia. Her academic work is centered on marketing theory, brand strategy, and consumer behavior, with strong ties to applied research through active participation in specialized research groups.

Her primary research interests include:

• Marketing
• Brand Positioning
• Consumer Behaviour
• Market Research
• Competitive Analysis
• Cognitive Marketing

She is affiliated with two key research groups at the university:

• MarkAp – Applied Marketing into Consumer Behaviour
• POMA – Research Group on Brand and Positioning

These groups reflect her focus on empirical and strategic aspects of marketing science.

Natalia Melania Vila Lopez earned her PhD from the Universitat de València in 1999. Her doctoral thesis, supervised by Dr. José Enrique Bigné Alcañiz, was titled La medición del posicionamiento de una empresa y su oferta de marketing en el ámbito del grupo competitivo: un enfoque cognitivo (The Measurement of a Company’s Positioning and its Marketing Offer within the Competitive Group: A Cognitive Approach).

She advises graduate students and contributes to academic supervision, though specific names of advisees are not listed in the provided text. There is no mention of external grants or funded projects in the current data.