Edgar Antonio Centeno

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

He has published several articles in international peer reviewed journals. His publications include the co-edition of two books New Perspective of Contemporary Marketing and Marketing for Entrepreneurs: Emphasising brand identity and brand connectivity as well as author 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 prestigious journal on branding, the Journal of Product and Brand Management.

He is also an honorary researcher at the doctoral level at the University of Strathclyde, Scotland (United Kingdom) and a guest professor at the University Pablo de Olavide, Sevilla (Spain). He has also spoken at international congresses. He is a member of the SNI (Sistema Nacional de Investigadores), Level I, Conacyt.

Professor Centeno 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 partner.

SELECTED PUBLICATIONS

• Yani-de-Soriano, Hanel, P.H.P., Vazquez-Carrasco, R., Cambra-Fierro, J., Wilson, A., Centeno, (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)
• Olavarria, A., Cambra-Fierro, J., Centeno, E., & Vazquez, R. (2018) "Analyzing relationship quality and its contribution to consumer relationship proneness". Service Business, 12 (4) 641-661
• Olavarria-Jaraba, A; Cambra-Fierro, JJ; Centeno, E; Vazquez-Carrasco, R (2018) "Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico". Journal of retailing and consumer services, 42, 78-87
• Cambra-Fierro, J., Centeno, E., Vazquez-Carrasco, R. (2018), “Innovation and internationalisation as the basis for commercial success: The case of Montealbor,” in Principles of Marketing, Kotler P. and Armstrong, G. 17th. ed., Madrid, Pearson Education
• 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.
• 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.–
• Centeno, E. Hart, S. & Dinnie, K. (2013). “The Five Stages of SME Brand-building,” Journal of Brand Management, 20 (6), 445-457.
• 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