Mario Gonzalez, Ph.D.
- Professor , Business Administration
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Dr. Mario V. Gonzalez is a Professor of Marketing in the Department of Business Administration. Storytelling is the through-line of both his teaching and his research. In the classroom, he believes in the power of doing as a path to learning — and in the capacity of every person to become a storyteller. His Brand Storytelling & Identity course was recognized by the Association to Advance Collegiate Schools of Business (AACSB) as one of 25 exemplary Innovations That Inspire in business education worldwide in 2024. For more than two decades, he has taught at European, Mexican, and American business schools and universities. His prior industry experience resides in the design of marketing strategies to enhance brand value through storytelling and content creation, and he has accumulated extensive experience interacting with a wide variety of communication channels and media in the dissemination of knowledge.
- Ph.D. in Applied Economics, Universidad de Alcala (Spain)
- M.S. in Economics, Arizona State University
- B.S. in Economics, Universidad Autonoma de Nuevo Leon (Mexico)
- Moriuchi, E., & Gonzalez, M. (2026). The role of narrative transportation in storytelling as a form of mental health communication: An experimental approach. Health Communication. https://doi.org/10.1080/10410236.2026.2634455
- Moriuchi, E., & Gonzalez-Fuentes, M. (2025). An empirical study on factors affecting consumers' willingness to adopt reviews: A two-group analysis. Journal of Marketing Theory and Practice. https://doi.org/10.1080/10696679.2025.2537657
For a complete list of publications, please visit Google Scholar.
Dr. Gonzalez's research sits at the intersection of storytelling, consumer identity, and marketing strategy. His research examines the immersive power of stories and their elements to engage consumers, as well as the process by which consumers negotiate their identities in changing and dynamic marketplaces. Recent and current work explores how narrative engagement and transportation function as a mechanism through which storytelling drives consumer behavior, with applications in strategic brand communications, customer relationship management, and organizational culture.
- Business Administration
- Global Latinx Studies
- Interdisciplinary Second Major
- International Business
- Associate Professor, International Studies
- Associate Professor, International Studies
- Associate Professor, Marketing
- MAS: Mexico, the Americas, and Spain
Marketing the Most of Her Trinity Experience
Wednesday, May 14, 2025Hands-on opportunities helped Gabi Salgado ’25 secure a full-time position at 7-Eleven
Innovations That Inspire
Tuesday, February 27, 2024Celebrating storytelling in the Neidorff School of Business
A Major Success
Friday, February 24, 2023Trinity’s inaugural Major Declaration Day connects students and faculty in celebration
Pathways Ignited
Tuesday, January 24, 2023Trinity faculty, students, and alumnus to discuss imagination in the academy