Faculty Directory

Andres Cuneo Zuniga

Visiting Associate Professor of Business Administration





Personal Website



PhD, ESADE Business School (University Ramon Llull), 2009; MS, ESADE Business School (URL), 2008; MBA, ESADE Business School, 2000; BS, Universidad Diego Portales, 1994

Areas of Expertise

Private label brands, brand strategy, marketing strategy


Andres Cuneo’s research topics are related to brands: why brands matter for companies and consumers. 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 competitive dynamics between manufacturers and retailers. His second stream of research focuses on how emerging consumer consumption patterns affect brand strategy and therefore companies’ value propositions. Cuneo’s research ideas are primarily inspired by the intersection between marketing strategy, brand strategy, and management practice; therefore, he is always interested in capturing and disseminating both academic value and management relevance. Prior to academia, Cuneo 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 Spain, Italy, The Netherlands, and Latin America.

Current Research Topics

  • Brands and branding
  • Private label and store brands
  • Global branding
  • Business-to-business branding

Professional Activities

Academic Positions

  • Visiting Professor (guest lecturer), Aalto Business School, 2020–present
  • Director, Center for Teaching and Learning (CTL), ESADE Business and Law Schools, 2020–present
  • Associate Professor (with tenure), ESADE Business School, 2013–present
  • Adjunct Associate Visiting Professor, Adolfo Ibanez School of Business, 2013–present
  • Lecturer, degree and executive programs, numerous B-schools (including Adolfo Ibanez School of Management, CEIBS, Baltic Management Institute, Università di Bari, SDA Bocconi, Georgetown University, Said Business School, Catholic University of Porto, London Business School), 2008–present
  • Academic Director, CMO Program, ESADE Executive Education Program, 2021
  • Academic Director, Advanced Marketing Strategy, ESADE Executive Education Program, 2016–19
  • Academic Director, Marketing LAB, ESADE MBA Full-Time, 2014–15
  • Assistant Professor, Adolfo Ibanez School of Business, 2009–13
  • Visiting Lecturer, ESADE Business School, 2009–13
  • Academic Director, Full-Time and Executive MBA Programs, Adolfo Ibanez Business School, 2009–12
  • Lecturer, ESADE Business School, 2003–09

Nonacademic Positions

  • Consultant, Brand and Marketing Strategy, Europe & Latin America, 2008–present
  • Consultant Manager, A Piece of Pie, 2007–08
  • Sales Director, Maheso, 2005–07
  • Brand Sales Director, Campina AG, 2002–05
  • Management Associate, Europraxis Consulting, 2000–02
  • Marketing Manager, Watt’s Enterprises, 1995–98
  • MarComm, Compaq Computer Corp., 1993–95


  • Teaching Excellence Award 2021–22, ESADE Business and Law Schools 
  • Teaching Excellence Award 2014–15, ESADE Business and Law Schools 

Selected Publications

  • With S. Milberg, M. Silva, and R. Goodstein, “Parent Brand Susceptibility to Negative Feedback Effects from Brand Extensions: A Meta-Analysis of Experimental Consumer Findings,” Journal of Consumer Psychology, 2023, 33 (1): 21–44
  • With S. Milberg and C. Langlois, “Should Leading Brand Manufacturers Supply Private Labels to Retailers: Calibrating the Trade-offs,” Industrial Marketing Management, 2019, 76 (January): 192–202
  • With S. Milberg, M. Alarcon, and P. Lopez, “Private Label and Manufacturer Brand Choice in a New Competitive Reality: Strategic Directions and the Future of Brands,” European Management Journal, 2019, 37 (1): 117–28
  • With L. Andrews, C. Bianchi, M. Wiese, and S. Fazal-E-Hasan, “Segmenting Brands’ Social Network Site (SNS) Consumers: A Four-Country Study,” Journal of International Consumer Marketing, 2019, 31 (1): 22–38
  • With C. Bianchi and S. Milberg, “Understanding Travellers’ Intentions to Visit a Short versus Long-Haul Emerging Vacation Destination: The Case of Chile,” Tourism Management, 2017, 59 (April): 312–24
  • With S. Milberg, J. M. Benavente, and J. Palacios, “The Growth of Private Label Brands: A Global Phenomenon?” Journal of International Marketing, 2015, 23 (1): 72–90
  • With S. Milberg, R. Goodstein, F. Sinn, and A. Epstein, “Call Back the Jury: Reinvestigating the Effects of Fit and Parent Brand Quality in Determining Brand Extension Success,” Journal of Marketing Management, 2013: 29 (3-4, special issue 1): 374–90
  • With P. Lopez and M. J. Yagüe, “Private Label Brands: Measuring Equity across Consumer Segments,” Journal of Product & Brand Management, 2012, 21 (6): 428–38
  • With P. Lopez and M. J. Yagüe, “Measuring Private Labels Brand Equity: A Consumer Perspective,” European Journal of Marketing, 2012, 46 (7/8): 952–64