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Grupo de Investigación
Consumer Behavior and Conscious Marketing

El Grupo de Investigación con Enfoque Estratégico, GIEE, hoy conocido como “Consumer Behavior and Conscious Marketing”, nace de la fusión de tres cátedras de investigación del Tecnológico de Monterrey. Por un lado, la cátedra Mercadotecnia y Desarrollo Sostenible que se desarrollaba en Campus Toluca y que estaba coordinada por la Dra. Lorena Carrete con la participación de la Dra. Pilar Arroyo y la Mta. Sara Isabel García López. Por otro lado, la cátedra de investigación Glocalización: Entendiendo al Consumidor Latino formando una importante tradición en Campus Monterrey y que estaba bajo la dirección de la Dra. Raquel Castaño con la participación relevante de la Dra. Claudia Quintanilla, y por último, la cátedra Consumidor, Marca y Competitividad en Ciudad México con la coordinación del Dr. Jorge Vera y las participaciones destacadas de la Dra. Andrea Trujillo, el Dr. Rajagopal y el Dr. Edgar Centeno.

Aunque en un principio este GIEE se denominó “Comportamiento del Consumidor y Creación de Valor”, en un esfuerzo por darle un enfoque más preciso y trascedente, las líneas de investigación se fusionaron y re-orientaron hasta llegar al nombre que ahora ostenta. Así, actualmente, los esfuerzos de investigación en este GIEE se inspiran en el siguiente pensamiento: “El comportamiento consciente del consumidor y las estrategias de marketing conscientes no solo producirán más valor social y ecológico, sino también un mayor desempeño financiero a largo plazo para las organizaciones”.

Branding y percepción del consumidor. La marca ha desempeñado un papel de liderazgo en el marketing durante los últimos 30 años. La marca se considera el vehículo principal para comunicar y gestionar los beneficios de los productos y servicios para el consumidor. En esta línea de investigación, los estudios realizados tratan acerca de los efectos de las percepciones de marca en el comportamiento del cliente. Aquí se analizan variables como el desempeño del producto/ servicio, el valor percibido, la identificación de la marca con el consumidor, los patrones de compra y el desempeño de la marca. Nuestros estudios enfatizan el uso responsable y sostenible de las marcas y las estrategias de marketing.

Marketing digital y difusión de innovaciones. En coherencia con los temas prioritarios de la Escuela de Negocios del Tecnológico de Monterrey relacionados con el emprendimiento, la innovación y el uso de la tecnología, esta línea de investigación estudia el desarrollo de los negocios en el entorno digital, así como la adaptación del consumidor a ese entorno. Aquí se estudia el efecto de tecnologías y productos innovadores en los cambios de comportamiento de las personas, como los procesos de adopción y los cambios culturales. Los temas relevantes aquí son los perfiles de adopción de productos, los canales de comercio electrónico y los impactos tecnológicos.

Decisiones de consumo responsable y bienestar social. La humanidad avanza hacia una sociedad sostenible, y hoy más que nunca el tema del consumo responsable y los comportamientos adquieren una importancia estratégica. El consumo responsable deriva del reconocimiento de las repercusiones que tiene el consumo superfluo, excesivo o nocivo, tanto personal como colectivo, sobre el equilibrio entre el bienestar económico, medioambiental y social. Por ello, y de acuerdo con el enfoque de la Escuela de Negocios para promover el valor compartido y los negocios consentidores, esta línea se enfoca en identificar los determinantes del comportamiento sustentable que lleven a delinear intervenciones, políticas, esfuerzos educativos y campañas de mercadeo social para promover el bienestar personal y social.

Investigadores

Nombre Campus Nivel en el Sistema
Nacional de Investigadores
Claudia María Quintanilla Domínguez EGADE Monterrey Nivel 1
Edgar Antonio Centeno Velázquez EGADE Santa Fe Nivel 2
Rajagopal EGADE Ciudad de México Nivel 3
Raquel Minerva Castaño González EGADE Monterrey Nivel 2
Adriana Morales Rodríguez Tampico  
Alberto López Hernández Monterrey Candidato
Alejandro Alvarado Herrera Sonora Nivel 1
Celia Fabiola Vásquez García Santa Fe  
Citlali del Carmen Calderón Frese Toluca Candidato
Daniela Rachel Rodríguez Delgado Monterrey Candidato
David Pérez Castillo Toluca  
Diana Kolbe Ciudad de México Candidato
Jorge Luis Graciano Vera Martínez Ciudad de México Nivel 2
Lorena de la Paz Carrete Lucero Toluca Nivel 1
María del Pilar Ester Arroyo López Toluca Nivel 2
Sidney Abril Ornelas Sánchez Monterrey Candidato

Publicaciones Científicas

  • Vera-Martínez, J. (2021). Consumer technology brands and the source of their performance. Cogent Business and Management, 8(1), 1-17. ISSN: 2331-1975. Scimago Q2. https://doi.org/10.1080/23311975.2021.1969632
  • Osorio, M. L., Centeno-Velázquez, E., López-Pérez, M. E., & del Castillo, E. (2021). Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally. Journal of Retailing and Consumer Services, 63, 102736.
  • Calderon, C., Carrete, L., Vera-Martínez, J. and 2 more (...) (2021). A social marketing intervention to improve treatment adherence in patients with type 1 diabetes. International Journal of Environmental Research and Public Health, 18(7). https://doi.org/10.3390/ijerph18073622
  • Lopez, A. (2021).Can we get back together? Measuring brand relationship breakup. Journal of Consumer Behaviour, 20(3) 681-694. https://doi.org/10.1002/cb.1895
  • Vera-Martínez, J., Alvarado-Herrera, A., Currás-Pérez, R. (2021). Do Consumers Really Care about Aspects of Corporate Social Responsibility When Developing Attitudes toward a Brand?. Journal of Global Marketing. https://doi.org/10.1080/08911762.2021.1958277
  • Álvarez-Castañón, L.C., Arroyo, P. (2021). Effect of entrepreneurship training on students’ capability of agency and entrepreneurship intention. Contemporary Issues in Entrepreneurship Research, 1181-95. https://doi.org/10.1108/S2040-724620210000011006
  • Rajagopal (2021). Facilities planning in retailing and value generation among urban consumers. International Journal of Electronic Marketing and Retailing, 12(2) 196-213. https://doi.org/10.1504/IJEMR.2021.114248
  • Kolbe, D., Calderón, H., Frasquet, M. (2021). Multichannel integration through innovation capability in manufacturing SMEs and its impact on performance. Journal of Business and Industrial Marketing. https://doi.org/10.1108/JBIM-04-2020-0204
  • Ornelas Sánchez, S.A., Vera Martínez, J. (2021).The more I know, the more I engage: consumer education's role in consumer engagement in the coffee shop context. British Food Journal, 123(2) 551-562. https://doi.org/10.1108/BFJ-05-2020-0401
  • Kolbe, D., Frasquet, M., Calderon, H. (2021). The role of market orientation and innovation capability in export performance of small- and medium-sized enterprises: a Latin American perspective. Multinational Business Review. https://doi.org/10.1108/MBR-10-2020-0202
  • Felix, R., González, E.M., Castaño, R. and 2 more (...) (2021). When the green in green packaging backfires: Gender effects and perceived masculinity of environmentally friendly products. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12738
  • Arroyo, P.E., Liñan, J., Vera Martínez, J. (2021). Who really values healthy food?. British Food Journal, 123(2) 720-738. https://doi.org/10.1108/BFJ-04-2020-0328
  • Osorio, M.L., Centeno, E., Cambra-Fierro, J. (2020). A thematic exploration of human brands: literature review and agenda for future research. Journal of Product and Brand Management, 29(6) 695-714. https://doi.org/10.1108/JPBM-02-2019-2274
  • Rodriguez, R., Quintanilla, C. (2020). An exploratory study of factors motivating Mexican women to undertake and continue with nutritional programs. Health Marketing Quarterly, 37(3) 245-264. https://doi.org/10.1080/07359683.2020.1805892
  • García, S., Carrete, L., Arroyo, P. (2020). Automobile manufacturers, marketing channels and consumer loyalty. Contaduria y Administracion, 65(3) . https://doi.org/10.22201/fca.24488410e.2020.2411
  • Rajagopal (2020). Childhood memories affecting brand loyalty and consumption behaviour among adult consumers. International Journal of Business Innovation and Research, 23(3) 400-420. https://doi.org/10.1504/ijbir.2020.110975
  • Chaudhary, M., Lopez, A., Rodriguez, R. (2020). Children’s relationships with brands: intergenerational and transgressions. Marketing Intelligence and Planning, 38(1) 75-88. https://doi.org/10.1108/MIP-03-2019-0137
  • Lopez, A., Guerra, E., Gonzalez, B. and 1 more (...) (2020). Consumer sentiments toward brands: the interaction effect between brand personality and sentiments on electronic word of mouth. Journal of Marketing Analytics, 8(4) 203-223. https://doi.org/10.1057/s41270-020-00085-5
  • Alvarado-Herrera, A., Rodríguez-Soberanis, L.J., Herrera-Medina, H.R. (2020). Corporate social responsibility, reputation and visitors’ commitment as resources for public policies’ design for protected areas for tourism sustainable exploitation. Social Responsibility Journal,16(4) 537-553. https://doi.org/10.1108/SRJ-07-2018-0172
  • Ortiz Alvarado, N.B., Rodríguez Ontiveros, M., Quintanilla Domínguez, C. (2020). Exploring Emotional Well-Being in Facebook as a Driver of Impulsive Buying: A Cross-Cultural Approach. Journal of International Consumer Marketing, 32(5) 400-415. https://doi.org/10.1080/08961530.2020.1722979
  • Vásquez, F., Vera-Martínez, J. (2020). From e-quality and brand perceptions to repurchase: A model to explain purchase behaviour in a web-store. Journal of Theoretical and Applied Electronic Commerce Research, 15(3) 20-36. https://doi.org/10.4067/S0718-18762020000300103
  • Perez-Castillo, D., Vera-Martinez, J. (2020). Green behaviour and switching intention towards remanufactured products in sustainable consumers as potential earlier adopters. Asia Pacific Journal of Marketing and Logistics, 33(8) 1776-1797. https://doi.org/10.1108/APJML-10-2019-0611
  • Rajagopal, Rajagopal, A. (2020). Impact of consumer education and knowledge on purchase intentions within services industry: A study of symbiotic analysis in Mexico. International Journal of Services and Operations Management, 35(1) 58-77. https://doi.org/10.1504/IJSOM.2020.104334
  • Rajagopal (2020). Impact of referrals on buying decisions and cognitive behaviour among aging consumers. International Journal of Business Excellence,21(1) 118-138. https://doi.org/10.1504/IJBEX.2020.106933
  • Herrera, A.A. (2020). Mind the gap between CSR perceptions and expectations of employees: A new strategic approach. Direccion y Organizacion, (67) 5-21. https://doi.org/10.37610/DYO.V0I67.539
  • Leal, A.R., Perez-Castillo, D., Amorós, J.E. and 1 more (...) (2020). Municipal green purchasing in Mexico: Policy adoption and implementation success. Sustainability (Switzerland), 12(20) 1-26. https://doi.org/10.3390/su12208339
  • Gámez-Pérez, K., López, P.E.A., Iniestra, J.G. (2020). Supporting the strategic design of public bicycle sharing systems: The experience of a large Mexican city. Contaduria y Administracion, 65(3) . https://doi.org/10.22201/fca.24488410e.2020.2192
  • Morton, F., Treviño, T., Quintanilla, C. (2020). The family grilling consumption experience in Mexico. Journal of Consumer Marketing, 37(5) 559-567. https://doi.org/10.1108/JCM-04-2019-3160
  • Ventre, I., Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4) 287-299. https://doi.org/10.1080/08961530.2020.1712293
  • Herrera, A.A. (2019). Attention to the gap between CSR perceived and expected by employees: A new strategic approach. Direccion y Organizacion,675-21.
  • Reyes, J.A.P., Miranda, M.R., Vera-Martinez, J. (2019). Capital structure construct: A new approach to behavioral finance. Investment Management and Financial Innovations,16(4) 86-97. https://doi.org/10.21511/imfi.16(4).2019.08
  • Vera-Martinez, J., Ornelas, S. (2019). Comparison-based perceived attribute performance as a better antecedent of satisfaction, value and loyalty. Asia Pacific Journal of Marketing and Logistics, 31(5) 1252-1268. https://doi.org/10.1108/APJML-07-2018-0261
  • Vera, J., Espinosa, M. (2019). Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness. Journal of Business Economics and Management, 20(2) 208-224. https://doi.org/10.3846/jbem.2019.8099
  • Rajagopal (2019). Contemporary marketing strategy: Analyzing consumer behavior to drive managerial decision making. Contemporary Marketing Strategy: Analyzing Consumer Behavior to Drive Managerial Decision Making, 1-277. https://doi.org/10.1007/978-3-030-11911-9
  • Rajagopal (2019). Convergence of local enterprises with large corporations: Bridging industry 4.0 functions on broader business canvass. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, 1-28. https://doi.org/10.1007/978-3-030-23010-4_1
  • Flores-Villalba, D., Ayala-Gaytán, E.A., Quintanilla-Domínguez, C.M. (2019).Development of a scale of use, comprehension and attitudes in relation to nutrition labels in Spanish. Salud Publica de Mexico, 61(1) 63-71. https://doi.org/10.21149/8606
  • Pereira, J., de Oliveira, E. C., Morais, D. C., Costa, A. P., & Arroyo-Lopez, P. (2019). ELECTRE TRI-C with hesitant outranking functions: Application to supplier development. Journal of Intelligent and Fuzzy Systems, 37(6) 7923-7933. https://doi.org/10.3233/JIFS-190166
  • Angeles, A., Centeno, E., Villanueva, C.E. (2019). Examining structural flexibility factors in SMEs: A mixed methods study in Mexico. Electronic Journal of Business Research Methods, 17(1) 28-42.
  • Ornelas, S., Vera, J. (2019). Ground Roasted Coffee Consumers’ Ability to Determine Actual Quality: The Use of Attributes and the Role of Education Level in Mexico. Journal of Food Products Marketing, 25(1) 72-91. https://doi.org/10.1080/10454446.2018.1498043
  • Flores, D., Reimann, M., Castaño, R. and 1 more (...) (2019) .If i indulge first, i will eat less overall: The unexpected interaction effect of indulgence and presentation order on consumption. Journal of Experimental Psychology: Applied, 25(2) 162-176. https://doi.org/10.1037/xap0000210
  • Rajagopal, Rajagopal, A. (2019). Impact of transaction costs on supply operations and price competitiveness in wholesale marketing: A study in reference to Mexico. International Journal of Logistics Systems and Management, 33(4) 525-542. https://doi.org/10.1504/IJLSM.2019.101796
  • Rajagopal, Behl, R. (2019). Innovation, technology, and market ecosystems: Managing industrial growth in emerging markets. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, 1-407. https://doi.org/10.1007/978-3-030-23010-4
  • Perez, M.E., Quintanilla, C., Castaño, R. and 1 more (...) (2019). Inverse socialization with technology: understanding intergenerational family dynamics. Journal of Consumer Marketing, 36(6) 818-826. https://doi.org/10.1108/JCM-12-2017-2474
  • Yani-de-Soriano, M., Hanel, P. H., Vazquez-Carrasco, R., Cambra-Fierro, J., Wilson, A., & Centeno, E. (2019). Investigating the role of customers’ perceptions of employee effort and justice in service recovery: A cross-cultural perspective. European Journal of Marketing, 53(4) 708-732. https://doi.org/10.1108/EJM-09-2017-0570
  • Arroyo, P., Carrete, L. (2019). Motivational drivers for the adoption of green energy: The case of purchasing photovoltaic systems. Management Research Review, 42(5) 542-567. https://doi.org/10.1108/MRR-02-2018-0070
  • Rajagopal, Behl, R., Rajagopal and 1 more (...) (2019). Preface. Innovation, Technology, and Market Ecosystems: Managing Industrial Growth in Emerging Markets, v-viii.
  • Calderon, C. L. (2019). The importance of shared beliefs for social marketing programmes. Journal of Social Marketing, 9(1) 26-39. https://doi.org/10.1108/JSOCM-01-2018-0013
  • Centeno, E., Cambra-Fierro, J., Vazquez-Carrasco, R. and 2 more (...) (2019). The interplay between SME owner-managers and the brand-as-a-person. Journal of Product and Brand Management, 28(4) 555-572. https://doi.org/10.1108/JPBM-10-2017-1645
  • Rajagopal (2019). Transgenerational marketing: Evolution, expansion, and experience. Transgenerational Marketing: Evolution, Expansion, and Experience, 1-298. https://doi.org/10.1007/978-3-030-33926-5
  • Arroyo, P., Pesantes-Burgos, V., Carrete, L. (2018). A strategic perspective on the implementation of inclusive businesses: The experience of Ecuadorian firms. International Journal of Management Practice, 11(2) 190-217. https://doi.org/10.1504/IJMP.2018.090831
  • Olavarría-Jaraba, A., Cambra-Fierro, J.J., Centeno, E. and 1 more (...) (2018). Analyzing relationship quality and its contribution to consumer relationship proneness. Service Business,12(4) 641-661. https://doi.org/10.1007/s11628-018-0362-0
  • Vera, J., Trujillo, A. (2018). Assessing the effect of service quality over user satisfaction in public health institutions in Mexico. Contaduria y Administracion,63(2) 1-24. https://doi.org/10.1016/j.cya.2016.07.003
  • Rajagopal, and Rajagopal, A. (2018). Brand literacy and knowledge transfer process: Analysis of purchase intentions among consumers in Mexico. International Journal of Business Innovation and Research, 16(3) 302-323. https://doi.org/10.1504/IJBIR.2018.092618
  • Nunez, S., Castaño, R. (2018). Building brands in emerging economies: A consumer-oriented approach. Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, 1304-315. https://doi.org/10.4018/978-1-5225-7116-2.ch018
  • Rajagopal, Behl, R. (2018). Business governance and society: Analyzing shifts, conflicts, and challenges. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges,1-349. https://doi.org/10.1007/978-3-319-94613-9
  • Lopez, A., Rodriguez, R. (2018). Children and their brands: how young consumers relate to brands. Journal of Consumer Marketing,35(2) 130-142. https://doi.org/10.1108/JCM-06-2016-1842
  • Lopez, A., Castaño, R. (2018). Consumer behavior on social media: A thematic exploration and an agenda for future inquiry. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges, 281-301. https://doi.org/10.1007/978-3-319-94613-9_17
  • Blodgett, J. G., Bakir, A., Mattila, A. S., Trujillo, A., Quintanilla, C., & Elmadağ, A. B. (2018). Cross-national differences in complaint behavior: cultural or situational?. Journal of Services Marketing. (2018). Cross-national differences in complaint behavior: cultural or situational?. Journal of Services Marketing,32(7) 913-924. https://doi.org/10.1108/JSM-12-2017-0413
  • Alvarez Carrillo, P.A., Pereira, J., Del Pilar Arroyo López, M. and 1 more (...) (2018). Disaggregating preferences for a supplier development problem in the Mexican aerospace industry. IEEE International Conference on Fuzzy Systems, 2018-. https://doi.org/10.1109/FUZZ-IEEE.2018.8491496
  • Arroyo, P.E., Holmen, E., De Boer, L. (2018). Integration in loosely coupled garment supply chains: The case of a Mexican trader as switchboard operator. Journal of Global Operations and Strategic Sourcing,11(3) 357-383. https://doi.org/10.1108/JGOSS-10-2017-0042
  • Arroyo, P.E., Carrete, L. (2018). Intervention intended to modify the eating practices in mexicanteenagers. Revista Gerencia y Politicas de Salud, 17(35) . https://doi.org/10.11144/Javeriana.rgps17-35.iomp
  • Rajagopal, Behl, R. (2018). Preface. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges, v-viii. https://doi.org/10.1007/978-3-319-94613-9
  • Olavarría-Jaraba, A., Cambra-Fierro, J.J., Centeno, E. and 1 more (...) (2018).Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico. Journal of Retailing and Consumer Services, 4278-87. https://doi.org/10.1016/j.jretconser.2018.01.011
  • Rajagopal (2018).Shifts in business-politics paradigms: Exploring lessons and future growth. Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges,1-13. https://doi.org/10.1007/978-3-319-94613-9_1
  • Rajagopal, Castaño, R. (2018). Social group influences. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, 1493-1512. https://doi.org/10.4018/978-1-5225-5187-4.ch075
  • Calderón, C., Carrete, L., Vera, J. (2018). Validation of a scale of health beliefs about type 1 diabetes for the Mexican context: HBM-T1DM. Salud Publica de Mexico, 60(2) 175-183. https://doi.org/10.21149/8838