Marcela Yonfá Medranda, PhD candidate, University of Cordoba, Spain. She holds a Master's degree and is a specialist in Marketing and Commercial Management at the Polytechnic University of Catalonia, Spain. She is a lecturer in Marketing and Management. She is a research member of the research group on Innovation, Management, Marketing and Knowledge Economy (I2MAKER). Her lines of research are oriented towards the area of Strategic Marketing and Consumer Behaviour.