Hector is a Full Professor in Marketing at ESCP Business School in Madrid. A true global citizen, Hector has gathered a diverse range of experiences throughout his life. Being raised in Germany by his Spanish parents, his multi-cultural identity has been shaped from an early age. At the age of eighteen Hector embarked into the next phase of his life, expanding his professional and personal profile at a global level. Since then Hector has lived, worked and studied in various countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the last fifteen years his professional portfolio has grown in various roles in marketing, education and corporate strategy. During this time Hector has worked on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford.

Prior to his role at ESCP Business School, he was a Senior Lecturer in Marketing at The York Management School, UK. He received his PhD in Marketing from the Bradford University School of Management without corrections. He also has a Postgraduate Diploma in Research Methods from the University of Bradford as well as an MBA and Bachelor of Science from California State University.

Hector is interested in interdisciplinary research that addresses phenomena on the self and consumption. Currently, his work spans areas such as cross-cultural consumer behavior, body image and consumption, and, in particular, human-robot/AI interactions. 

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16 publications

Academic Articles

2023

GIROUX, M., J. PARK, J. -E. KIM, Y. K. CHOI, J. C. LEE, K. SEONGSEOP, S. JANG, H. GONZALEZ JIMENEZ, J. KIM

The Impact of Communication Information on the Perceived Threat of COVID-19 and Stockpiling Intention

AUSTRALASIAN MARKETING JOURNAL, 31 (1), 60-70

Academic Articles

2022

OVERALL, J., H. GONZALEZ JIMENEZ

Transitioning toward total equality: a theory of hybridisation and natural selection

WORLD REVIEW OF ENTREPRENEURSHIP, MANAGEMENT AND SUSTAINABLE DEVELOPMENT

Academic Articles

2022

KIM, J., J. PARK, J. LEE , K. SEONGSEOP, H. GONZALEZ JIMENEZ, J. LEE, Y. K. CHOI, J. C. LEE, S. JANG, D. FRANKLIN , M. T. SPENCE, R. MARSHALL

COVID-19 and Extremeness Aversion: The Role of Safety Seeking in Travel Decision-Making

JOURNAL OF TRAVEL RESEARCH, 61(4), 837-854

Academic Articles

2022

PARK, J., J. KIM, K. SEONGSEOP, B. , G. VOYER, C. KIM, B. SUNG, H. GONZALEZ JIMENEZ, F. FASTOSO, Y. K. CHOI, S. YOON

The Impact of COVID-19 on Consumer Evaluation of Authentic Advertising Messages

PSYCHOLOGY AND MARKETING, 39(1), 76-89

Academic Articles

2022

KIM, J., J. PARK, K. SEONGSEOP, H. GONZALEZ JIMENEZ, J. -E. KIM, R. DE VILLIERS , J. C. LEE, M. GIROUX

The Impact of the Threat of COVID-19 on Visiting Intentions as Influenced by Different Destination Logos

EUROPEAN JOURNAL OF MARKETING, 56(3), 738-767

Academic Articles

2021

FASTOSO, F., H. GONZALEZ JIMENEZ, T. COMETTO

Mirror, Mirror on my Phone: Drivers and Consequences of Selfie-Editing

JOURNAL OF BUSINESS RESEARCH, 133, 365-375

Academic Articles

2021

YANG , S., H. GONZALEZ JIMENEZ, S. WANG

Examining the relationships between e-WOM, consumer ethnocentrism and brand equity

JOURNAL OF BUSINESS RESEARCH, Vol. 130, 564-573 pp.

Academic Articles

2021

SONG, S., H. GONZALEZ JIMENEZ, R. W. BELK

Extending Diderot unities: How cosmetic surgery changes consumption

PSYCHOLOGY AND MARKETING, 38(5), 745-758

Academic Articles

2021

KIM, J., M. GIROUX, J. -E. KIM, Y. K. CHOI, H. GONZALEZ JIMENEZ, J. C. LEE, J. PARK, S. JANG, K. SEONGSEOP

The Moderating Role of Childhood Socio-Economic Status on the Impact of Nudging on the Perceived Threat of Coronavirus and Stockpiling Intention

JOURNAL OF RETAILING AND CONSUMER SERVICES, 59

Academic Articles

2020

FASTOSO, F., H. GONZALEZ JIMENEZ

Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness

JOURNAL OF BUSINESS RESEARCH, Vol. 121, 429-437