Carmen joined the Open University Business School in November 2017 as a Lecturer in Marketing. She holds a PhD in Business Management from Alliance Manchester Business School, the University of Manchester, UK. Her main research interests are in the areas of branding, consumer behaviour and trust. She previously worked for 11 years in the private sector, mainly in the retail sector. Within the Open University Business School, she is part of the module teams for B122 ‘An introduction to retail management and marketing’ and B716 ‘Management: perspectives and practice’ . She is also part of the production team for B206 ‘Consumer behaviour’. Carmen is Associate Fellow HEA.