Francisco J. Martínez-López, MSc in Marketing, and European PhD in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. He has been visiting scholar at the Zicklin School of Business (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) and the Complutense University Business School (Madrid, Spain). He is Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals’ special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book "e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce. Concepts and cases (3rd Edition)” (Pearson). Likewise, he has published more than 80 papers in international journals and conferences proceedings.Juan Carlos Gázquez-Abad is currently an associate professor of marketing at the Economics and Business School, University of Almería (Spain). PhD in Marketing at University of Almería. Visiting professor at the University of Ghent (Belgium) in 2005. His research interests cover several marketing topics, especially those related to retailing and consumer behaviour. He is Associate Editor of the International Journal of Business Environment. His work has been published in Journal of Retailing, European Journal of Marketing, Journal of Marketing Theory and Practice, Internet Research, International Journal of Market Research, International Journal of Environmental Research, The Service Industries Journal, The International Review of Retail, Distribution and Consumer Research, Agribusiness, among others. He has contributed more than 100 papers to conference proceedings.Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.Dr. Chernev’s research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.Based on research impact, Dr. Chernev was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and the Journal of Business Research, and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs’ Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the KelloggExecutive MBA Program, which he received nine times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

• Part I: Consumer Behavior.- Part II: Online Context and Digital Transformation.- Part III: Branding.- Part IV: Modelling and Theoretical Research.

Francisco J. Martínez-López, MSc in Marketing, and European PhD in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. He has been visiting scholar at the Zicklin School of Business (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) and the Complutense University Business School (Madrid, Spain). He is Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals’ special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book "e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce. Concepts and cases (3rd Edition)” (Pearson). Likewise, he has published more than 80 papers in international journals and conferences proceedings.Juan Carlos Gázquez-Abad is currently an associate professor of marketing at the Economics and Business School, University of Almería (Spain). PhD in Marketing at University of Almería. Visiting professor at the University of Ghent (Belgium) in 2005. His research interests cover several marketing topics, especially those related to retailing and consumer behaviour. He is Associate Editor of the International Journal of Business Environment. His work has been published in Journal of Retailing, European Journal of Marketing, Journal of Marketing Theory and Practice, Internet Research, International Journal of Market Research, International Journal of Environmental Research, The Service Industries Journal, The International Review of Retail, Distribution and Consumer Research, Agribusiness, among others. He has contributed more than 100 papers to conference proceedings.Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.Dr. Chernev’s research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.Based on research impact, Dr. Chernev was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and the Journal of Business Research, and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs’ Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the KelloggExecutive MBA Program, which he received nine times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

• Part I: Consumer Behavior.- Part II: Online Context and Digital Transformation.- Part III: Branding.- Part IV: Modelling and Theoretical Research.

Francisco J. Martínez-López, MSc in Marketing, and European PhD in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. He has been visiting scholar at the Zicklin School of Business (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) and the Complutense University Business School (Madrid, Spain). He is Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals’ special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book "e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce. Concepts and cases (3rd Edition)” (Pearson). Likewise, he has published more than 80 papers in international journals and conferences proceedings.Juan Carlos Gázquez-Abad is currently an associate professor of marketing at the Economics and Business School, University of Almería (Spain). PhD in Marketing at University of Almería. Visiting professor at the University of Ghent (Belgium) in 2005. His research interests cover several marketing topics, especially those related to retailing and consumer behaviour. He is Associate Editor of the International Journal of Business Environment. His work has been published in Journal of Retailing, European Journal of Marketing, Journal of Marketing Theory and Practice, Internet Research, International Journal of Market Research, International Journal of Environmental Research, The Service Industries Journal, The International Review of Retail, Distribution and Consumer Research, Agribusiness, among others. He has contributed more than 100 papers to conference proceedings.Alexander Chernev is a professor of marketing at the Kellogg School of Management, Northwestern University. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.Dr. Chernev’s research applies theories and concepts related to consumer behavior and managerial decision making to develop successful marketing strategies. He is an area editor for the Journal of Marketing and serves on the editorial boards of top research journals, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, and International Journal of Research in Marketing.Dr. Chernev’s research has been published in the leading marketing journals and has been frequently quoted in the business and popular press, including Scientific American, Associated Press, Business Week, Forbes, Newsweek, The Wall Street Journal, Financial Times, The New York Times, The Washington Post, and Harvard Business Review. He has written numerous articles focused on marketing strategy, brand management, consumer behavior, and market planning.Based on research impact, Dr. Chernev was ranked among the top ten most prolific scholars in the leading marketing journals by the Journal of Marketing and the Journal of Business Research, and among the top five marketing faculty in the area of consumer behavior by a global survey of marketing faculty published by the Journal of Marketing Education. Dr. Chernev teaches marketing management, marketing strategy, product management, and behavioral decision theory in MBA, PhD, and executive education programs. He has received numerous teaching awards, including the Chairs’ Core Course Teaching Award, Kellogg Faculty Impact Award, and the Top Professor Award from the KelloggExecutive MBA Program, which he received nine times. In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and serves as an expert in business strategy, brand management, consumer behavior, and intellectual property matters. He has advised Fortune 500 companies on ways to reinvent their business models, develop new products, and gain competitive advantage. He has helped multiple startups to uncover market opportunities, craft their business models, and implement their market strategy.

• Part I: Consumer Behavior.- Part II: Online Context and Digital Transformation.- Part III: Branding.- Part IV: Modelling and Theoretical Research.