Edgar Antonio Centeno
Research fills my conscience of being to inspire.

The research of Professor Centeno Velazquez focuses on the relationship consumer-brand, SMEs brands, and green and healthy brands. His teaching field comprises topics such as brand strategic management, development of new products and global brands, marketing for entrepreneurs and international marketing. 

He has published several articles in international arbitrated journals. Among his publications, co-edition of two books is highlighted New Perspective of Contemporary Marketing and Marketing for Entrepreneurs: Emphasising brand identity and brand connectivity as well as authorship of the chapter “Let us listen to the voice of women in management in the twenty-first century: A longitudinal study,” published in the Handbook on Well-Being of Working Women.

Since 2010, Professor Centeno has been the regional editor for Latin America and the Caribbean of the Journal of Place Branding and Public Diplomacy and guest co-editor of the Journal of Marketing Intelligence & Planning. In 2014, he was appointed a member of the Publishing Board of the well-known journal on branding, Journal of Product and Brand Management.

He is also an honorary member researcher at the doctoral level in the University of Strathclyde, Scotland (United Kingdom) and he is a guest professor of the University Pablo de Olavide, Sevilla (Spain). He has been a speaker at international congresses. He is a member of the National System of Researchers of CONACYT, Level I. 

Likewise, he has more than 15-year experience in marketing and brand management in managerial positions in global companies such as The Coca-Cola Company, L’Oréal, and Colgate-Palmolive and in SMEs such as Notmusa and The Odda Company where he was also a founding member. 

    • Ph.D. in Marketing
      Univesrity of Strathclyde
    • MBA
      Clarion University of Pennsylvania

• Honorary Research Fellow: University of Stathclyde. (2010 – 2017)

• Visiting Professor: Universidad Pablo de Olavide (2007 – 2018)

• Doctoral Degree Funds: (CONACyT Mexico), y Tecnológico de Monterrey (2004 – 2009).

• Graduate Training Scholarship: US Agency for International Training 1993

  1. Cambra-Fierro, J., Olavarria, A., Centeno, E., & Vazquez, R. (2018). “Relationship quality as antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico” Journal of Retailing and Customer Services.
  2. Olavarria, A., Cambra-Fierro, J., Centeno, E., & Vazquez, R. (2018). “Analysing relationship quality and its contribution to consumer relationship proneness” Service Business.
  3. Bravo, R., Cambra-Fierro, J., Centeno, E. & Melero, I. (2017). “The importance of brand values in family business” Journal of Evolutionary Studies in Business, 2 (2), 16-43.–
  4. Centeno, E. Hart, S. & Dinnie, K. (2013). “The Five Stages of SME Brand-building,” Journal of Brand Management, 20 (6), 445-457.
  5. Centeno, E. Hart, S. (2012). “The Use of Communication Activities in the Development of Small-to-medium Sized Enterprise Brands,” Journal of Marketing Intelligence & Planning, 30 (2), 250-265