Mónica Gómez-Suárez

Mónica Gómez Suárez is Associate Professor of Marketing, College of Business Administration at Universidad Autónoma de Madrid (UAM) Spain. Her research interests are in consumer behaviour, branding and retailing. She has published more than 40 articles relating to these areas. 23 of them are related to private label or generic brands that have appeared in such journals as the European Journal of Marketing, International Journal of Market Research, Journal of Retailing and Consumer Services, International Journal of Retailing and Distribution Management, among others. In addition, she has published in numerous prestigious conference proceedings including EMAC, EIRASS, EARC, etc. She coordinates the research group “Consumer behaviour research through new technologies” in UAM.


Conceptualization and Measurement of Smart Shopping
Myriam Quinones, Mónica Gómez-Suárez, Maria Jesús Yagüe. © 2019. 15 pages.
The purpose of this chapter is to critically review current studies on “smart shopping” with the aim of improving the understanding of this phenomenon and suggesting future lines...
Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy
Mónica Gómez-Suárez, María Pilar Martínez-Ruiz. © 2016. 625 pages.
As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by wholesale and...
Attitude toward Private Label Brands: A Model for the Spanish Fast-Moving Consumer Goods Market
Mónica Gómez-Suárez, María Pilar Martínez-Ruiz. © 2016. 25 pages.
The primary aim of this study was to identify the determinants of attitude toward Private Labels (PLs) in Spain in one of the most important industries for such brands: the...
Private Labels in Chile: Influential Factors in the Purchase Intention
Mónica Gómez-Suárez, Galo Paiva, Berta Schnettler. © 2016. 24 pages.
The aim of this study was to contribute to the knowledge of Private Label (PL) brands in Chile. The question was whether there are differences in the perception between buyers...