Fernando Rey Castillo Villar is a professor-researcher in the Marketing Department of the School of Economics and Business Administration at Universidad Panamericana. He holds a PhD in Social Sciences from Tecnológico de Monterrey and is a member of the National System of Researchers (SNI) Level 1. His lines of research are oriented to consumer behavior, brand development and tourism studies. He has published his research in internationally renowned academic journals such as Journal of Retailing & Consumer Services, Marketing Intelligence & Planning, Journal of Consumer Marketing, Journal of Place Management & Development and Journal of Tourism & Cultural Change, among others.