EN ES
Raquel Castaño
Marketing
Associate Dean of Faculty Development
CONTACT
+52 (81) 8625 6000 ext. 6177
BIOGRAPHY
Pasión por la educación y la investigación.

Professor Castaño has had an outstanding academic career as professor and researcher in the areas of marketing and consumer behavior. Her research line focuses in the adoption of new products and brands, the cultural meaning of consumption and decisions affecting consumer wellbeing. Her research works have been published in the Journal of Marketing Research, Journal of Consumer Psychology, Marketing Letters, and Journal of Consumer Marketing, among others.

Among her main achievements as a researcher, the publication of the article “Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation published” is highlighted in the Journal of Marketing Research. Likewise, a version related to the article “How we relate to brands: Psychological and insights into consumer brand relationships,” published in the Journal of Consumer Psychology, obtained the award of the American Marketing Association in 2012, as the best work in Psychology and Consumer Behavior. She is a member of the National System of Researchers of CONACYT, Level II.

In addition to her role as Dean of the College in EGADE Business School, Miss Castaño has been Principal of the venue Monterrey of EGADE Business School, as well as Academic Director and Director of the Master’s in Marketing in such institution. In the corporate field, she has occupied several managerial positions in GAMESA Corporation.

EDUCATION
    • Ph.D. in Marketing
      Tulane University
    • Master in Management
      Tulane University
    • Master in Marketing
      Tecnológico de Monterrey
    • M.A.
      Tecnológico de Monterrey 
AWARDS & HONORS
  1. Conacyt-Sistema Nacional de Investigadores, Investigador Nacional Nivel II
  2. Reconocimiento del Tecnológico de Monterrey y de su Comunidad de Ex Alumnos a la Trascendencia de la Labor Formativa
  3. Premio a la Labor Docente y de Investigación (2009 y 2005).  Tecnológico de Monterrey, Campus Monterrey
SELECTED PUBLICATIONS
  1. Martin Reimann, Sandra Nuñez, and Raquel Castaño (2017), Brand-Aid, Journal of Consumer Research, 44(3), pp. 673-691
  2. Edgardo Ayala, David Flores, Claudia Quintanilla and Raquel Castaño (2017), “Daily use of time, personal characteristics and experienced well-being”, Journal of Consumer Marketing, 34(2).
  3. Rajagopal, Raquel Castaño & David Flores (2016) “Consumers and Markets: Analyzing Behavioral Shifts and Emerging Challenges” Nova Publishers, New York.
  4. Castaño, Raquel and María Eugenia Pérez, (2015) Can you love counterfeit goods? Attitudes towards bogus and genuine products, Strategic Direction, 31(5), 1-3 
  5. Rajagopal & Raquel Castaño (2015) “Understanding Consumer Behavior and Consumption Experience” IGI Global, New York.