Department
Department of Business Administration
Phone
+1 (210) 9997009
Email Address
mgonza13@trinity.edu
Location
Chapman Center
Room
312
Websites
Mario Gonzalez's Digital Commons Page, Mario Gonzalez's Google Scholar

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.

Education

  • 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)

Selected Publications

  • 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.

Teaching and Expertise

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.