Faculty & Research
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Cuneo Zuñiga, Andrés
Education
- PhD en Management Sciences. Esade - Ramon Llull
- Master in Business Administration. Esade
- BS, Marketing. UDP
- Licenciado en Administración de Empresas. UDP
Biography
Andres Cuneo is Associate Professor of Marketing at ESADE Business School, where he teaches Marketing Strategy, Marketing Management and Brand Strategy to MBA's, MSc and Executives.
He holds a PhD in Management Sciences Marketing, an MS in Marketing and an MBA from ESADE Business School. He has also had management and faculty training in US and European B-Schools such as IESE Business School, Harvard Business School and HEC Paris.
Prior to joining ESADE on a full time basis, he was a full-time professor at Adolfo Ibanez Business School in his native Chile, where he taught and was the Head of the MBA Programs.
He has taught in management programs with partner business schools such as UAI, CEIBS, SDA Bocconi, UCLA, Georgetown, etc. He also teaches courses and seminars on global marketing strategies and branding in other Latin American B-Schools in Chile, Brazil, Argentina, Mexico and Peru. He has been awarded for his excellence in teaching, with the 'ESADE Teaching Excellence Award' 2014-15.
Prior to Academia, Andres used to work in the corporate world where he held executive positions in marketing and sales, mainly in CPG multinationals. He also spent part of his business career working on management consulting on several engagements with companies from different countries and sectors of activity such as consumer goods, telecom and industry. Most of his working experience has been in Europe and Latin America. Andres' research interests are related to brands: why brands matter for companies and consumers. Currently, his primary stream of research is focused on the development of Private Label Brands across categories and countries and the impact that they have on the competitive dynamics between manufacturers and retailers.
His research has been published in academic journals such as Journal of International Marketing, Journal of Consumer Psychology, Industrial Marketing Management, European Management Journal, European Journal of Marketing, Journal of Marketing Management, Journal of Product and Brand Management among others.
Selected publications
- Milberg, S. J., Cuneo Zuñiga, A., Silva, M. & Goodstein, R. C. (2023). Parent brand susceptibility to negative feedback effects from brand extensions: A meta-analysis of experimental consumer findings. Journal of Consumer Psychology, 33 (1), pp. 21-44. DOI: https://doi.org/10.1002/jcpy.1282.
- Cuneo Zuñiga, A., Milberg, S. J., Alarcon-del-Amo, M. d. C. & Lopez-Belbeze, P. (2019). Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands. European Management Journal, 37 (1), pp. 117-128. DOI: https://doi.org/10.1016/j.emj.2018.05.003.
- Andrews, L., Bianchi, C., Wiese, M., Cuneo Zuñiga, A. & Fazal E. Hasan, S. (2019). Segmenting Brands' Social Network Site Sns Consumers: A Four-Country Study. Journal of International Consumer Marketing, 31 (1), pp. 22-38. DOI: https://doi.org/10.1080/08961530.2018.1475273.
- Milberg, S. J., Cuneo Zuñiga, A. & Langlois, C. (2019). Should leading brand manufacturers supply private label brands to retailers: Calibrating the trade-offs. Industrial Marketing Management, 76, pp. 192-202. DOI: https://doi.org/10.1016/j.indmarman.2018.09.001.
- Bianchi, C., Milberg, S. J. & Cuneo Zuñiga, A. (2017). Understanding travelers' intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, pp. 312-324. DOI: https://doi.org/10.1016/j.tourman.2016.08.013.
- Andrews, L., Bianchi, C. & Cuneo Zuñiga, A. (2015, June). Consumer engagement with firms through social media: A comparative study [Paper presentation]. AIB 2015 Annual Meeting.
- Cuneo Zuñiga, A., Milberg, S. J., Benavente, J. M. & Palacios-Fenech, J. (2015). The growth of private label brands: A worldwide phenomenon?. Journal of International Marketing, 23 (1), pp. 72-90. DOI: https://doi.org/10.1509/jim.14.0036.
- Cuneo Zuñiga, A. (2014, April). Brand logo design: Exploring consumer response to naturalness across cultures [Paper presentation]. 9th Global Brand Conference 2014.
- Alarcón del Amo, C., Cuneo Zuñiga, A. & Lopez-Belbeze, P. (2013). Private label brands purchase and lifestyles: A consumers latent segmentation. Documentos de Trabajo de la Cátedra Fundación Ramón Areces de Distribución Comercial DOCFRADIS.
- Cuneo Zuñiga, A., Franch Bullich, J. & Walter, F. (2013, June). The Fluidra Branding Challenge: Reduce complexity or respect diversity? [Case study].
- Milberg, S. J., Goodstein, R. C., Sinn, F., Cuneo Zuñiga, A. & Epstein, L. D. (2013). Call back the jury: Reinvestigating the effects of fit and parent brand quality in determining brand extension success. Journal of Marketing Management, 29 (3-4), pp. 374-390. DOI: https://doi.org/10.1080/0267257X.2013.771205.
- Cuneo Zuñiga, A., Lopez, P. & Yagüe, M. J. (2012). Private label brands: Measuring equity across consumer segments. Journal of Product & Brand Management, 21 (6), pp. 428-438. DOI: https://doi.org/10.1108/10610421211264919.
- Cuneo Zuñiga, A., Lopez, P. & Yagüe, M. J. (2012). Measuring private labels brand equity: A consumer perspective. European Journal of Marketing, 46 (7), pp. 952-964. DOI: https://doi.org/10.1108/03090561211230124.