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Gonzalo Moreno, Ph.D.


Department of Business and Economics
Marketing


Education

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

Practice Areas

  • Brands and Branding
  • Retail
  • Non-Food Retail Brands
  • Customer Experience (CX)
  • Customer Relationship Management (CRM)
  • Customer Loyalty

Publications and Media Placements

Doctoral Thesis

The role of Distributor Brands on Customer Loyalty, in Non-Food, Big-Box Retailers, A cross-brand analysis of "DIY" Retailers in Spain, aiming to prove the relationship between Store Brands perception and Customer Loyalty to the Store (UCM, 2010)

Academic Journal Papers

Moreno Warleta, G.; Puelles Gallo, M. & Díaz-Bustamante Ventisca, M. (2016), Distribución Moderna En El Mercado Del Bricolaje: Operadores, Productos y Marcas. Atributos Relevantes Para La Elección Por Parte Del Consumidor, Distribución y Consumo, Año 26, Vol. I, pp.43-55 (ISSN 1132-0176)

Book Chapters

Moreno Warleta, G.; Díaz-Bustamante Ventisca, M. Y Puelles Gallo, M. (2016), “Importance and Role of Retail Brands in Non-Food Market: A Case Study of DIY Retailing in Spain”, in Gómez Suárez, M. & Martínez Ruiz, M.P. (Eds.), Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy, Igi Global, Chapter 17 (ISBN 9781522502203)

Saona, P.; Slocum, A.; Muro, L. & Moreno Warleta, G. (2017), “Earnings Quality and Market Performance in LATAM Corporations: A Combined Agency and Cognitive Approach Tto Investor’s Perceptions of Managerial Information”, in Simcic, I., (Ed.), Corporate Strategy and Planning, Intech, (ISBN 978-953-51-5476-1)

Conference Proceedings

Moreno Warleta, G. & Espada, A. (2005), “Papel De La Marca Del Distribuidor En El Modelo Siempre Precios Bajos. El Caso De Mercadona En España”, in Ortega, E.; González, L. Y P. Del Campo, E. (Eds.) Ponencias Académicas Del Viii Forum Internacional Sobre Las Ciencias, Las Técnicas Y El Arte Aplicadas Al Marketing. Academia Y Profesión, U.C.M. MADRID (ISBN 84-931234-4-7)

Moreno Warleta, G.; Puelles Gallo, M.  & Díaz-Bustamante Ventisca, M. (2016). “Modeling And Measuring Home Brands Ability to Capture Customer Loyalty to Non-Food Retailers”, in Petruzzellis, L. & Winer, R.S. (2016), Rediscovering the Essentiality of Marketing. Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress, Springer International Publishing, AG Switzerland, pp. 763-766. (ISBN 978-3-319-29877-1)