Dr Carmen Lopez

Dr Carmen Lopez

Registered University Teacher - National School of Business Management (NSBM)


Lecturer in Marketing
MSc Marketing Management and MSc Marketing and Innovation Programme Leader

Postgraduate Research Assistant Coordinator


PhD Marketing
MSc Marketing
BSc Advertising and Public Relations

Professional membership

Fellow of the Higher Education Academy
Member of the European Marketing Academy
Member of the Academy of Marketing Science
Member of the Korean Scholars of Marketing Science

Teaching interests

International Marketing
Marketing Research
Marketing Communications

Research interests

Country of Origin Effect, Country Image, Image Transfer, Associative Network, Branding.
International Marketing, Tourism

Other research

Ad-hoc journal reviewer:

- International Marketing Review 

- Journal of Business Research
- Journal of Product and Brand Management

Key publications are highlighted

Gómez M, Lopez C & Molina A 2019 'An integrated model of social media brand engagement' Computers in Human Behavior 96, 196-206 , DOI
Zhao G, Liu S, Lopez C, Lu H, Elgueta S, Boshkoska BM & Chen H 2019 'Blockchain technology in agri-food value chain management: A synthesis of applications, challenges and future research directions' Computers in Industry 109, 83-99 , DOI PEARL
Zhao G, Liu S, Lu H, lopez C & Elgueta S 2019 'Building theory of agri-food supply chain resilience using Total Interpretive Structural Modelling and MICMAC analysis' International Journal of Sustainable Agriculture Management and Informatics , DOI PEARL
Megicks PR, Majid S, Lopez Lamelas C & Lim WM 2019 'Developing effective social media messages: Insights from an exploratory study of industry experts' Psychology and Marketing , DOI PEARL
Lopez C & Leenders MAAM 2018 'Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals' Journal of Strategic Marketing , DOI PEARL
Gomez M, Lopez C & Molina A 2015 'A model of tourism destination brand equity: The case of wine tourism destinations in Spain' Tourism Management 51, 210-222 , DOI
Gotsi M, Lopez C & Andriopoulos C 2011 'Building country image through corporate image: exploring the factors that influence the image transfer' Journal of Strategic Marketing 19, (3) 255-272 , DOI
Lopez C, Gotsi M & Andriopoulos C 2011 'Conceptualising the influence of corporate image on country image' European Journal of Marketing 45, (11/12) 1601-1641 , DOI
Lopez C & Fan Y 2009 'Internationalisation of the Spanish fashion brand Zara' Journal of Fashion Marketing and Management 13, (2) 279-296 , DOI
Conference Papers
Zhao G, Liu S, Chen H, Lopez C, Hernandez J, Guyon C, Iannacone R, Calabrese N, Panetto H 2019 'Value-Chain Wide Food Waste Management: A Systematic Literature Review' Springer International Publishing 41-54 , DOI
Zhao G, Liu S & Lopez C 2017 'A literature review on risk sources and resilience factors in agri-food supply chains' The 18th Working Conference on Virtual Enterprise (PRO-VE 2017) Vicenza, Italy 18/09/2017 20/09/2017 PEARL
Gomez M, Lopez C, Molina A & Lopez M 2015 'Brand equity in wine tourism destinations: An assessment of winery managers and winery visitors' 44th EMAC Leuven 26/05/2015 29/05/2015
Lopez C & Balabanis G 2014 'Understanding the richness and complexity of consumers’ memory structures for a country: A network analysis approach' 2014 Global Marketing Conference Singapore 15/07/2014 18/07/2014
Rizomyliotis I, Ukpabi D, Konstantoulaki K, Kostopoulos G & Lopez C 2014 'Antecedents of customer loyalty in emerging economies: An empirical study in the Nigerian mobile telecommunications sector' 43rd EMAC Valencia 03/06/2014 06/06/2014
Lopez C & Balabanis G 2014 'Identifying the levers of a country’s image: A network analysis perspective' 43rd EMAC Valencia 03/06/2014 06/06/2014
Lopez C & Balabanis G 2013 'A Model Linking Corporate Brand, Industry Image and Country-of-Origin Image' 2013 AMS World Marketing Congress Melbourne 17/07/2013 19/07/2013
Lopez C & Balabanis G 2013 'Brand’s Contribution to a Country’s Image' EMAC Istanbul 04/06/2013 07/06/2013
Lopez C, Gotsi M, Andriopoulos C & Balabanis G 2011 'Measuring the influence of corporate image on country of origin image. The case of Spain' 2011 AMS World Marketing Congress Reims 20/07/2011 23/07/2011
Lopez C, Gotsi M & Balabanis G 2011 'Conceptualising, measuring and managing the influence of corporate image on country of origin image: the case of Spain' 14th ICIG Symposium Segovia (Spain) 14/09/2011 16/09/2011
Lopez C, Gotsi M & Andriopoulos C 2009 'Exploring the influence of corporate image on country image' International Colloquium on Place Marketing and Branding London 01/09/2009
Lopez C, Gotsi M & Andriopoulos C 2008 'Conceptualising the influence of corporate image on country image' EMAC Brighton 01/05/2008
Lopez C 2007 'The influence of word-of-mouth communication on choosing a mobile phone network in Scotland' Academy of Marketing Conference London 01/07/2007
Lopez C & Fan Y 2006 'Internationalisation of the Spanish fashion brand Zara' 2nd Annual Colloquium: the AM’s Brand and Corporate Reputation Manchester 01/09/2006