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Identification

Personal identification

Full name
MONICA Gomez-Suarez

Citation names

  • Gómez-Suárez, MONICA
  • Gómez-Suárez, M; Gomez-Suarez, M.; Gómez Suárez, M.

Author identifiers

Ciência ID
6E18-43BD-3142
ORCID iD
0000-0001-7415-3964

Knowledge fields

  • Social Sciences - Economics and Business - Business and Management
Education
Degree Classification
1991/10 - 1997/05
Concluded
 Doctorado en Ciencias Empresariales (Postgraduate Certificate)
Major in Marketing
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain
"Estrategias de Marketing en Banca de Empresas: Una aplicación al sistema bancario español" (THESIS/DISSERTATION)
1986/09 - 1991/07
Concluded
 Licenciado en Ciencias Económicas y Empresariales (Bachelor)
Major in Economics and Business Administration Degree
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain
Affiliation

Teaching in Higher Education

Category
Host institution 		Employer
1999 - Current Associate Professor (University Teacher) Universidad Autónoma de Madrid, Spain
2010/07 - 2010/07 Visiting Professor (University Teacher) The University of Edinburgh, United Kingdom
2001 - 2005 Invited Associate Professor (University Teacher) Universidad de Guadalajara Centro Universitario de Ciencias Economico Administrativas, Mexico
Universidad de Guadalajara Centro Universitario de Ciencias Economico Administrativas, Mexico
2000 - 2004 Invited Associate Professor (University Teacher) Universidad de La Frontera, Chile
Universidad de La Frontera, Chile
2001 - 2002 Invited Associate Professor (University Teacher) Universidad Nacional del Litoral, Argentina
Universidad Nacional del Litoral, Argentina
1996 - 1996 Invited Assistant Professor (University Teacher) EESSCA, France
EESSCA, France

Positions / Appointments

Category
Host institution 		Employer
2002 - 2004 Vicedean for Posgraduate Studies Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain
Projects

Grant

Designation Funders
2016/01/01 - 2018/12/31 La experiencia de compra multicanal en la construcción del valor del cliente
ECO2015-69103-R
Research Fellow
Universidad Autónoma de Madrid, Spain
 Ministerio de Economía y Competitividad
Concluded
2012/01/01 - 2015/12/31 El marketing de relaciones: La creación de valor en el marco de la lógica dominante de los servicios
ECO2012-15
Research Fellow
Universidad Autónoma de Madrid, Spain
 Gobierno de Espana Ministerio de Educación Cultura y Deporte
Concluded

Contract

Designation Funders
2009/06 - 2010/06 Satisfacción del usuario con las instalaciones deportivas del Ayuntamiento de Madrid
082401
Principal investigator
Fundación de la Universidad Autónoma de Madrid, Spain
 Ayuntamiento de Madrid
Concluded
2008 - 2010 Estudio sobre los inmigrantes en Madrid
080150
Principal investigator
Fundación de la Universidad Autónoma de Madrid, Spain
 EMA PROYECTOS
Concluded

Other

Designation Funders
2013/06/01 - 2014/12/31 Capacitación para la dirección del comercio minorista tradicional en el área de influencia de la universidad: desarrollo de estrategias y acciones de marketing
CEAL2013
Principal investigator
Universidad Autónoma de Madrid, Spain
 Banco de Santander. Universidad Autónoma de Madrid. Centro de Estudios de América Latina (CEAL)
Concluded
2011/06 - 2012/12 Identificación de necesidades de formación del comercio minorista tradicional ubicado en las áreas de influencia de la universidad: Diseño de una oferta formativa.
CEAL2011
Principal investigator
Universidad Autónoma de Madrid, Spain
 Banco de Santander. Universidad Autónoma de Madrid. Centro de Estudios de América Latina (CEAL)
Concluded
Outputs

Publications

Book
  1. Gómez-Suárez, M.; Martínez-Ruiz, M.P.. Handbook of research on strategic retailing of private label products in a recovering economy. 2016.
    10.4018/978-1-5225-0220-3
  2. Gómez-Suárez, M.; Martínez-Ruiz, M.P.. Preface. 2016.
Book chapter
  1. Gomez-Suarez, MONICA. "Sensorial and Experiential Marketing in Shopping Centers". In Effects on Retailer Performance. 2020.
    10.4018/978-1-7998-1412-2.ch008
  2. Gomez-Suarez, MONICA. "Conceptualization and Measurement of Smart Shopping". 2019.
    10.4018/978-1-5225-7856-7.ch011
  3. Gomez-Suarez, MONICA. "Measuring the Experiential Marketing Orientation Management of Shopping Centres". 2019.
    10.1007/978-3-030-18911-2_5
  4. M?nica G?mez-Su?rez; Galo Paiva; Berta Schnettler. "Private Labels in Chile". In Influential Factors in the Purchase Intention. United States, 2016.
    10.4018/978-1-5225-0220-3.ch004
  5. M?nica G?mez-Su?rez; Carmen Abril. "Choice of National Brand vs. Private Label ?Me-Too? New Products in a Multicultural Context". In Understanding Consumer Innovativeness. United States, 2016.
    10.4018/978-1-5225-0220-3.ch008
  6. M?nica G?mez-Su?rez; Mar?a P. Mart?nez-Ruiz. "Attitude toward Private Label Brands". In A Model for the Spanish Fast-Moving Consumer Goods Market. United States, 2016.
    10.4018/978-1-5225-0220-3.ch003
  7. Gómez-Suárez, M.; Abril, C.. "Choice of national brand vs. private label "me-too" new products in a multicultural context: Understanding consumer innovativeness". 182-208. 2016.
  8. Gómez-Suárez, M.; Paiva, G.; Schnettler, B.. "Private labels in Chile: Influential factors in the purchase intention". 79-102. 2016.
  9. Gómez-Suárez, M.; Martínez-Ruiz, M.P.. "Attitude toward private label brands: A model for the Spanish fast-moving consumer goods market". 54-78. 2016.
  10. M?nica G. Su?rez; Cristina G. Gumiel. "The Use of Sensorial Marketing in Stores". In Attracting Clients through their Senses. United States, 2014.
    10.4018/978-1-4666-6074-8.ch014
Conference paper
  1. Gómez-Suárez, Mónica; and Quiñones, Myriam; and Yagüe-Guillén, María Jesús; Gomez-Suarez, Monica; Quinones, Myriam; Jesus Yague-Guillen, Maria. "Private Label Research: A Review of Consumer Purchase Decision Models". 2017.
    10.1007/978-3-319-59701-0_17
  2. Gómez-Suárez, Mónica; and Quiñones, Myriam; and Yagüe, María Jesús; Gomez-Suarez, Monica; Quinones, Myriam; Jesus Yague, Maria. "Cross-Cultural Validation of Smart Shopping Process and Its Influence on Brand Attitude". 2016.
    10.1007/978-3-319-39946-1_19
  3. Gómez, Mónica; and Quiñones, Myriam; and Yagüe, María Jesús; Gomez, Monica; Quinones, Myriam; Jesus Yague, Maria. "The Effect of Smart Shopping on Attitudes Towards Store and National Brands: The Influence of Individual Values in A Cross-Cultural Context". 2015.
    10.1007/978-3-319-20182-5_21
Journal article
  1. Myriam Quinones; Mónica Gómez-Suárez; María Jesús Yagüe. "The thrill of a smart purchase: Does country matter?". International Journal of Consumer Studies 46 1 (2022): 295-308. https://doi.org/10.1111/ijcs.12677.
    10.1111/ijcs.12677
  2. Gomez-Suarez, Monica; Veloso, Monica. "Enhancing social media engagement by the hospitality industry: The power of customer experience dimensions". Journal of Vacation Marketing (2022): https://publons.com/wos-op/publon/55345548/.
    10.1177/13567667221135195
  3. Gomez-Suarez, Monica; Veloso, Monica. "Designing Facebook Publications Focused on Hotel Customer Experience: How to Improve Brand Attitude and Booking Intention". Advances in Applied Economic Research (2022): https://publons.com/wos-op/publon/54451325/.
    10.1007/978-3-030-95809-1_12
  4. Mónica Gómez-Suárez; María Jesús Yagüe. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand". Sustainability (2021): https://doi.org/10.3390/su13115873.
    10.3390/su13115873
  5. "Editorial: Toward Consumer 4.0 Insights and Opportunities Under the Marketing 4.0 Scenario". Frontiers in Psychology (2021): https://www.frontiersin.org/article/10.3389/fpsyg.2020.611114.
    10.3389/fpsyg.2020.611114
  6. Mónica Gómez-Suárez; Myriam Quinones; María Jesús Yagüe. "Targeting smart shoppers: a cross-country model". Journal of Business Economics and Management 21 3 (2020): 679-705. https://doi.org/10.3846/jbem.2020.11851.
    10.3846/jbem.2020.11851
  7. Mónica Gómez-Suárez; Mónica Veloso. "Brand experience and brand attachment as drivers of WOM in hospitality". Spanish Journal of Marketing - ESIC 24 2 (2020): 231-246. http://dx.doi.org/10.1108/sjme-12-2019-0106.
    10.1108/sjme-12-2019-0106
  8. Mónica Gómez-Suárez. "Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement". Administrative Sciences 9 1 (2019): 10-10. https://doi.org/10.3390/admsci9010010.
    10.3390/admsci9010010
  9. Gomez-Suarez, MONICA; Gómez-Suárez, M.; Quinõnes, M.; Yaguë, M.J.. "How individual value structures shape smart shopping experience and brand choices: an international perspective". European J. of International Management 13 4 (2019): 515-532. http://dx.doi.org/10.1504/ejim.2019.10017655.
    10.1504/ejim.2019.10017655
  10. Díaz-Martín, A.M.; Roche, I.C.; Suárez, M.G.; García, M.Q.; Schmitz, A.. "Digital transformation in distribution: Technological solutions and competitive strategies of Spanish retail companies,Transformación digital en distribución: Soluciones tecnológicas y estrategias competitivas de las empresas minoristas Españolas". RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao 2019 E24 (2019): 151-167. http://www.scopus.com/inward/record.url?eid=2-s2.0-85077555349&partnerID=MN8TOARS.
  11. Kossmann, Elena; Gomez-Suarez, Monica. "Words-Deeds Gap for the Purchase of Fairtrade Products: A Systematic Literature Review". Frontiers in Psychology (2019): https://www.frontiersin.org/articles/10.3389/fpsyg.2019.02705.
    10.3389/fpsyg.2019.02705
  12. Elena Kossmann; Mónica Gómez-Suárez. "Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners". International Review on Public and Nonprofit Marketing 15 3 (2018): 353-370. https://doi.org/10.1007/s12208-018-0204-8.
    10.1007/s12208-018-0204-8
  13. Gomez-Suarez, MONICA. "Consumer-Brand Relationships under the Marketing 3.0 Paradigm: A Literature Review". Frontiers in Psychology (2017): https://www.frontiersin.org/article/10.3389/fpsyg.2017.00252.
    10.3389/fpsyg.2017.00252
  14. Gomez-Suarez, MONICA. "Editorial: From Consumer Experience to Affective Loyalty: Challenges and Prospects in the Psychology of Consumer Behavior 3.0". Frontiers in Psychology (2017): https://www.frontiersin.org/article/10.3389/fpsyg.2017.02224.
    10.3389/fpsyg.2017.02224
  15. Gómez-Suárez, M.; Quinones, M.; Yagúe, M.J.. "Store brand evaluative process in an international context". International Journal of Retail and Distribution Management 44 7 (2016): 754-771. http://www.scopus.com/inward/record.url?eid=2-s2.0-84981287613&partnerID=MN8TOARS.
    10.1108/IJRDM-11-2015-0168
  16. Gomez-Suarez, Monica; Alonso Benito, Luis Enrique; Campo, Sara. "Exploring the link between brand love and engagement through a qualitative approach". International Journal of Business Environment (2016): https://publons.com/wos-op/publon/14425868/.
    10.1504/IJBE.2016.10001655
  17. Rubio, N.; Oubiña, J.; Gómez-Suárez, M.. "Understanding brand loyalty of the store brand’s customer base". Journal of Product and Brand Management 24 7 (2015): 679-692. http://www.scopus.com/inward/record.url?eid=2-s2.0-84947426849&partnerID=MN8TOARS.
    10.1108/JPBM-03-2015-0822
  18. Gómez, M.; Rozano, M.. "Consumer Dynamics in a Nonmature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain". Drug Information Journal 46 2 (2012): 207-215. http://www.scopus.com/inward/record.url?eid=2-s2.0-84864816023&partnerID=MN8TOARS.
    10.1177/0092861511435907
  19. Suplet, M.R.; Suárez, M.G.. "Antecedents of the intention to purchase generic drugs: Perceived risk, experience and prescribers,Antecedentes de la intención de compra de medicamentos genéricos: riesgo percibido, prescriptores y experiencia". Revista Europea de Direccion y Economia de la Empresa 20 3 (2011): 103-120. http://www.scopus.com/inward/record.url?eid=2-s2.0-79961214005&partnerID=MN8TOARS.
  20. Gómez, M.; Rubio, N.. "Re-thinking the relationship between store brand attitude and store brand loyalty: A simultaneous approach". International Review of Retail, Distribution and Consumer Research 20 5 (2010): 515-534. http://www.scopus.com/inward/record.url?eid=2-s2.0-78649550173&partnerID=MN8TOARS.
    10.1080/09593969.2010.520507
  21. Gómez, M.; Fernández, A.. "Consumer-level factors that influence store brand proneness: An empirical study with Spanish consumers". Journal of Euromarketing 18 1 (2009): 23-34. http://www.scopus.com/inward/record.url?eid=2-s2.0-77950257064&partnerID=MN8TOARS.
    10.1080/10496480902865207
  22. Gómez, M.; Okazaki, S.. "Estimating store brand shelf space: A new framework using neural networks and partial least squares". International Journal of Market Research 51 2 (2009): 243-266. http://www.scopus.com/inward/record.url?eid=2-s2.0-63049094921&partnerID=MN8TOARS.
    10.2501/S147078530920044X
  23. Rozano Suplet, Mercedes; Gomez Suarez, Monica; Diaz Martin, Ana Ma. "Customer perceptions of perceived risk in generic drugs: the Spanish market". Innovar-Revista De Ciencias Administrativas Y Sociales 19 34 (2009): 53-64. http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=ORCID&SrcApp=OrcidOrg&DestLinkType=FullRecord&DestApp=WOS_CPL&KeyUT=WOS:000272641000005&KeyUID=WOS:000272641000005.
  24. Gomez Suarez, Monica. "Store Brands shelf space: Neural Networks vs Multiple Regression Estimations". Cuadernos De Economia Y Direccion De La Empresa 41 (2009): 37-+. http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=ORCID&SrcApp=OrcidOrg&DestLinkType=FullRecord&DestApp=WOS_CPL&KeyUT=WOS:000272165300002&KeyUID=WOS:000272165300002.
  25. Gomez Suarez, Monica; Rozano Suplet, Mercedes. "Store brands: shelf space in different categories and retail chains". Cuadernos de Gestión (2009): https://publons.com/wos-op/publon/14425870/.
  26. Gomez, Monica; Benito, Natalia Rubio. "Manufacturer's characteristics that determine the choice of producing store brands". European Journal of Marketing 42 1-2 (2008): 154-177. http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=ORCID&SrcApp=OrcidOrg&DestLinkType=FullRecord&DestApp=WOS_CPL&KeyUT=WOS:000254142900009&KeyUID=WOS:000254142900009.
    10.1108/03090560810840952
  27. Gómez, M.; Rubio, N.. "Shelf management of store brands: Analysis of manufacturers' perceptions". International Journal of Retail and Distribution Management 36 1 (2008): 50-70. http://www.scopus.com/inward/record.url?eid=2-s2.0-38549112503&partnerID=MN8TOARS.
    10.1108/09590550810846992
  28. Gomez, M.; Valenzuela, A.. "Export marketing strategies for high performance: Evidence from Spanish exporting companies". Journal of Euromarketing 15 1 (2005): 5-28. http://www.scopus.com/inward/record.url?eid=2-s2.0-33645113514&partnerID=MN8TOARS.
    10.1300/J037v15n01_02
  29. Nogales, A.F.; Gomez Suarez, M.. "Shelf space management of private labels: A case study in Spanish retailing". Journal of Retailing and Consumer Services 12 3 (2005): 205-216. http://www.scopus.com/inward/record.url?eid=2-s2.0-14844348409&partnerID=MN8TOARS.
    10.1016/j.jretconser.2004.06.004
  30. Gomez Suarez, Monica. "Shelf space assigned to store and national brands A neural networks analysis". International Journal of Retail and Distribution Management (2005): https://publons.com/wos-op/publon/14425871/.
    10.1108/09590550510629437
Activities

Association member

Society Organization name Role
2020/06 - Current Fair Trade Society Member
2006 - Current Asociación Española de Marketing (AEMARK)
Distinctions

Award

2013 II Premio AECOP (tutora)
AECOC, Spain
2007 II Premio Dyane
Asociación Española de Marketing Académico y Profesional, Spain
1998 Premio Mejor Tesis Doctoral
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain

Other distinction

2012 Ayuda para el Desarrollo y Difusión de las Investigaciones
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain
2009 Ayuda para el Desarrollo y Difusión de las Investigaciones
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain
2007 Ayuda para el Desarrollo y Difusión de las Investigaciones
Universidad Autónoma de Madrid Facultad de Ciencias Económicas y Empresariales, Spain