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Teaching and Research Staff

G?mez Su?rez, M?nica

Gómez Suárez, Mónica

Profesora Titular
Módulo 16 - Despacho 306
(34) 91 497 43 48
Resume CV

PhD in Business Studies (PhD Award, 1997). Full Professor and Coordinator of the Master in Marketing Management at UAM. She also coordinates the research group, Technocons. She has published more than seventy articles, books or book about business management, economics, psychology and / or marketing. Supervisor of six doctoral dissertations. She has also participated in about thirty projects, academic or business, as a member or main researcher.

One of the most relevant aspects of your CV is her international projection. She carried out part of her doctorate studies at Erasmus Universitëit (Rotterdam), being afterwards a visiting researcher at more than ten prestigious American and European universities, such as New York University (NYU), City University of New York (CUNY), University of California at Berkeley, Washington State University, University of Edinburgh, or Dublin City University, among others.

She has also developed a variety of management tasks at the university. Highlights: Vice-Dean of Postgraduate Studies (2005-2008), Director of the Master in Marketing (2003-2009), Coordinator of the Bachelor's Degree in Research and Market Techniques (2004-2009). In addition, she has coordinated several international agreements, being member of the Faculty Board and member of different committees (postgraduate, extraordinary awards, quality or equality policies), among others.

Her profile can be found in Research Gate and in Google Scholar.



Areas of experience


  • Consumer Behaviour
  • Branding
  • Retailing
  • Marketing Research Methodology



  • Kossmann, E. & Gómez-Suárez, M. Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners. Int Rev Public Nonprofit Mark (2018), 15, 353-370. https://doi.org/10.1007/s12208-018-0204-8
  • Gómez-Suárez, M., Martinez-Ruíz, P., Martínez-Carballo, N. 2017. Consumers and brands relationships under the Marketing 3.0 paradigm: A literature review. Frontiers in Psychology, 8 (252). https://doi.org/10.3389/fpsyg.2017.00252
  • Gómez, M., Quiñones, M., Yagüe, M.J. 2016. Store brand evaluative process in an international context. International Journal of Retail & Distribution Management, 44(7), 754-771. http://doi.org/10.1108/IJRDM-11-2015-0168
  • Rubio, N., Oubiña, J. y Gómez, M. 2015. Understanding brand loyalty of the store brand’s customer base. Journal of Product and Brand Management. 24(7), 679-692. http://doi.org/10.1108/JPBM-03-2015-0822
  • Gómez; M.; Rozano, M. 2012. Consumer Dynamics in a Nonmature Generic Drugs Market: A Causal Model Explaining Intention to Purchase in Spain. Therapeutic Innovation & Regulatory Science (antes Drug Information Journal). 46(2): 207 – 215. https://doi.org/10.1177/0092861511435907
  • Rozano, M.; Gómez, M.; Díaz, A. 2009. Customer perceptions of perceived risk in generic drugs: the Spanish market. Innovar. 19(34): 53 – 64. http://www.scielo.org.co/pdf/inno/v19n34/v19n34a05.pdf
  • Gómez, M.; Okazaki, S. 2009. Estimating Store Brand Shelf Space. A new framework using neural networks and partial least squares. International Journal of Market Research. 59 (2): 243 – 266. https://doi.org/10.1177/147078530905100209
  • Gómez, M. y Rubio, N. 2008. Manufacturer's characteristics that determine the choice of producing store brands. European Journal of Marketing. 42(1/2): 154 – 17. https://doi.org/10.1108/03090560810840952
  • Fernández, A; Gómez, M. 2005. Shelf Space Management: a case study in Spanish Retailing. Journal of Retailing and Consumer Services. 12: 205-216. https://doi.org/10.1016/j.jretconser.2004.06.004





Facultad de Ciencias Económicas y Empresariales  · C/ Francisco Tomás y Valiente, 5 · Universidad Autónoma de Madrid · 28049 Madrid · España