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Gonzalo Moreno, Ph.D.

Department of Business and Economics


  • 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

The Role of Store brands in the EDLP Model: Mercadona case study (Spain) , Forum Internacional sobre las Ciencias, las Técnicas y el Arte aplicadas al Marketing (UCM, 2005)

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)