Jatinder Jit Singh

I study what happens when business and ethics collide, and I have spent the last two decades trying to answer one deceptively simple question: does doing the right thing actually pay off?

As a Research Professor of Marketing at EGADE Business School, my work sits at the intersection of consumer psychology, corporate ethics, and brand strategy. With over 5000 citations, a field-weighted citation index of 9.5, and 11 publications in Financial Times 50 journals, my research has explored how ethical image shapes consumer trust and loyalty, how emotions drive moral judgment, and most recently, how design thinking can be made more ethically responsible across its full stakeholder ecosystem.

I have had the privilege of building this career across four continents. Born and raised in India, I completed my doctorate in the United States, built my academic career in Barcelona, Spain, and I am now based in Monterrey, Mexico. Along the way I have taught students (mainly Msc and MBA) from over 80 countries, worked with senior executives across industries, advised startups, and collaborated with researchers from over a dozen countries. That global breadth is not just a line on a resume. It genuinely shapes how I think about markets, consumers, and what responsible business looks like in practice.

When I am not researching or teaching, I can be found hiking trails or buried in a book on topics far removed from marketing. My undergraduate roots in biological sciences never really left me, and I find that curiosity across disciplines is one of the best things you can bring into a classroom or a research conversation.