María Jesús Jerez-Jerez is Senior in International Business at the University of Bedfordshire. Maria received her PhD in Business Management from Middlesex University, London, UK. She has a Master of Arts degree in International Hotel and Restaurant Management from London Metropolitan University, UK, and a Bachelor of Science degree in Hospitality and Tourism, Madrid, Spain. She worked in the hotel and tourism industry in various functional areas and managerial roles before becoming an educator. Pantea Foroudi, Brunel University, London, UK, is the Business Manager and Solution Architect at Foroudi Consultancy, as well as a member of Brunel University London. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach, with a particular focus on the concept of customer perception and its effect on corporate brand identity, design, sustainable development goals (SDGs). Pantea has published widely in international academic journals such as the British Journal of Management, Journal of Business Research, and European Journal of Marketing. She is the associate/senior/editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and more.