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Hector is an Associate 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 human-robot interactions. 

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8 publications

Academic Articles

2020

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

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

JOURNAL OF BUSINESS RESEARCH

Academic Articles

2020

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

Nudging to Reduce the Perceived Threat of Coronavirus

JOURNAL OF ADVERTISING

ESCP Impact Papers

2020

GONZALEZ JIMENEZ, H

Robots in Daily Life: A Post-Covid-19 Perspective

ESCP Impact Papers, 2020-62-EN

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Academic Articles

2019

GONZALEZ JIMENEZ, H., F.FASTOSO, K.FUKUKAWA

How Independence and Interdependence Moderate the Self-Congruity Effect on Brand Attitude: A Study of East and West

JOURNAL OF BUSINESS RESEARCH, 103, 293-300

Academic Articles

2018

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

Academic Articles

2018

GONZALEZ JIMENEZ, H.

Taking the fiction out of science fiction: (Self-aware) robots and what they mean for society, retailers and marketers

FUTURES, 98, 49-56

Academic Articles

2017

GONZALEZ JIMENEZ, H.

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

AMS REVIEW, 7 (1-2), 67-84

Academic Articles

2016

GONZALEZ JIMENEZ, H.

Associations between cosmopolitanism, body appreciation, self-esteem and sought functions of clothing

PERSONALITY AND INDIVIDUAL DIFFERENCES, 101, 110-113