Enrique Murillo is full Professor at Universidad Panamericana in Mexico City. He has a Management PhD from the University of Bradford (UK), and a postdoc in Organizational Behavior from Tulane University. He is a level-1 member of Mexico’s National System of Researchers (SNII). His research focuses on internal branding, examining the drivers of employees’ positive attitudes toward the service brand, a prerequisite for brand-aligned service encounters. In pursuit of this topic he has conducted studies in numerous organizations in Latin America, including restaurants, airlines, universities, fashion retailers, drugstore chains, and ride-sharing platforms. His work has appeared in leading journals including Journal of Product & Brand Management, Services Marketing Quarterly, International Journal of Contemporary Hospitality Management and Journal of Business Research.