​M. Mercedes Galan-Ladero is Associate Professor (Prof. Contratado Doctor) in the Department of Business Management & Sociology, University of Extremadura (Spain), where she teaches marketing courses. She is currently engaged in innovative research in the areas of social marketing, cause-related marketing and corporate social responsibility, as well as ethnocentrism, local food products and their internationalization. Reynaldo G. Rivera is Full Professor in the School of Communication and Design at the Austral University (Argentina). He has a PhD in Communication  from the University of Navarra, Spain and Msc in Sociology (University of La Sapienza, Italy. He teaches undergraduate and postgraduate courses on global cities and urban sociology, social marketing, management and sociology of media and communication. He is the founder and principal investigator at InterMedia Social Innovation (Italy), an international research center focused on leadership, entrepreneurship, social innovation and youth development. He received the Cesar Mindstein research award from the Government of Argentina, and is principal investigator in many international research projects funded by the European Union and private foundations.