Hector is a Full Professor in Marketing at ESCP Business School in Madrid. He is also the research representative (director) of the Madrid campus and acting Co-director of the ESCPTech Institute.

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 decades 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 with a particular focus on phenomena addressing human-robot/AI interactions. 

Search the faculty

Display:
28 publications

Academic Articles

2025

CARRILHO, M. G., D. COSTA PINTO, R. L. WAGNER, H. GONZALEZ JIMENEZ, K. AKDIM

The Feeling Skills Gap: The Role of Empathy in Voice-Driven AI for Service Recovery

JOURNAL OF BUSINESS RESEARCH

Academic Articles

2025

NUNES, J. R., P. RITA, D. COSTA PINTO, H. GONZALEZ JIMENEZ, K. AKDIM , R. L. WAGNER

Moral Appraisals of Generative AI: How Mindset Framing Shapes Moral Judgments, Emotional Appraisals and Privacy Behavior

INTERNATIONAL JOURNAL OF INFORMATION MANAGEMENT, 84

Academic Articles

2025

VOROBEVA, D., D. COSTA PINTO, H. GONZALEZ JIMENEZ, N. ANTONIO

Bragging About Valuable Resources? The Dual Effect of Companies’ AI and Human Self-Promotion

PSYCHOLOGY AND MARKETING, 42 (6), 1680-1699

Academic Articles

2025

DA CUNHA GONCALVES, A. R., D. COSTA PINTO, H. GONZALEZ JIMENEZ, M. DALMORO, A. S. MATTILA

Me, Myself, and My AI: How Artificial Intelligence Classification Failures Threaten Consumers' Self-Expression

JOURNAL OF BUSINESS RESEARCH, 186

Academic Articles

2025

BANERJEE, S., H. GONZALEZ JIMENEZ, L. ZHENG

Help please! Deriving social support from Geminoid DK, Pepper, and AIBO as companion robots

INTERNATIONAL JOURNAL OF HUMAN COMPUTER STUDIES, 203

Books

2025

HUGHES, A., S. ZHONG, M. CRANG, G. ZENG, F. FASTOSO, H. GONZALEZ JIMENEZ, B. DOHERTY

Sustainable Food Consumption in China

Taylor and Francis

ESCP Impact Papers

2025

HAIDAR, A., H. GONZALEZ JIMENEZ, F. FRÉRY

AI and environmental accountability: A new index for real-world impact

ESCP Impact Papers, 2025-41-EN

ESCP Impact Papers

2025

RAHAJASON, R., H. GONZALEZ JIMENEZ, B. , G. VOYER, C. GASTON-BRETON

Simulated pasts, real desires: Strategic opportunities and ethical dilemmas of AI-generated nostalgia

ESCP Impact Papers, 2025-12-EN

ESCP Impact Papers

2025

GONZALEZ JIMENEZ, H., D. COSTA PINTO

From passive tech adoption to value-driven innovation: How inclusive AI robots empower people and drive results in hospitality

ESCP Impact Papers, 2025-30-EN

Academic Articles

2024

OVERALL, J., H. GONZALEZ JIMENEZ

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

WORLD REVIEW OF ENTREPRENEURSHIP, MANAGEMENT AND SUSTAINABLE DEVELOPMENT, 20 (5), 554–581