Dr. Pablo Farías is an associate professor at University of Chile, where he teaches introduction to marketing, marketing research, marketing management, marketing metrics, forecasting methods, and structural equation modeling. He holds a B.S. in Business Administration, an M.S. in Finance from the University of Chile, and a Doctorate in Business Administration (cum laude) from University of Valladolid, Spain. He has 73 publications, including 5 teaching cases, 15 business magazine articles, 2 book chapters, and 51 academic journal articles (44 WoS, 46 Scopus) that have appeared in leading business and marketing journals, such as the Journal of Business Research, International Marketing Review, the International Journal of Advertising, the Journal of Services Marketing, Psychology & Marketing, the Journal of Consumer Behaviour, the Journal of Business & Industrial Marketing, the International Journal of Bank Marketing, Management Decision, and Business Research Quarterly. His research has won 22 awards granted by renowned institutions such as ACIEK, AEMARK, ASFAE/ENEFA, BALAS, CLADEA, and Emerald Group Publishing. His work has appeared in leading business newspapers and magazines in Chile and Latin America, such as El Mercurio, La Tercera, Diario Financiero, and América Economía. He has served as a jury member for leading awards in the marketing industry in Chile, such as the Grandes Marcas Hall of Fame, MKTG BEST, and the Effie Awards.