Mònica Casabayó Bonás
Associate Professor, Department of Marketing in ESADE
URL Associate Professor

Deputy Director, Business Administration Programme - BBA


  • Doctor of Philosophy in the College of Humanities and Social Science. The University of Edinburgh
  • Máster en Dirección y Administración de Empresas. ESADE
  • Llicenciada en Administració i Direcció d'Empreses. ESADE - Universitat Ramon Llull

Areas of interest

  • New decision-making methodologies in Marketing.
  • Consumer study: study plan, methodology selection and comparison, purchase and consumer behaviour analysis and assessment, in various sectors


She came to ESADE gradually and progressively from the professional world. She was a member of the AECOC's Marketing and Merchandising Committee and Marketing Director of Euromadi Ibérica. She has combined her work at ESADE with consultancy projects for several companies, including Decathlon, Mahou, 'la Caixa', Syngenta, Llanera, Supermercados Pujol (Global Marketing Award, 1998).

She is currently in charge of the Consumer Behaviour and Market Research Area of ESADE's Department of Marketing Management.

She participates actively in a research project focused on the methodological aspects of marketing research, in particular the application of techniques from other disciplines (mainly artificial intelligence) to classical marketing problems, such as forecasting consumer behaviour.

She has published in various national and international journals specialized in marketing.

She has been an Associate Professor at ESADE since 2000.

Selected publications

Casabayó, M. & Dávila Blázquez, J. (2017, May). This is not a game: Parents' religiosity and its role in children's materialism. In 46th European Marketing Academy Annual Conference (EMAC 2017). Symposium conducted at the meeting of European Marketing Academy (EMAC), Groningen.

Dávila Blázquez, J., Casabayó, M. & Singh, J. (2017). A world beyond family: How external factors impact the level of materialism in children. Journal of Consumer Affairs, 51 (1), pp. 162-182. DOI: 10.1111/joca.12103.

Casabayó, M., Agell, N. & Sánchez-Hernández, G. (2015). Improved market segmentation by fuzzifying crisp clusters: A case study of the energy market in Spain. Expert Systems with Applications, 42 (3), pp. 1637-1643. DOI: 10.1016/j.eswa.2014.09.044.

Costa Guix, G. & Casabayó, M. (2014). Soul Marketing. Porque el directivo, el cliente y el ciudadano son la misma persona. Barcelona: Profit.

Casabayó, M. & Agell, N. (2014, October). Influencer detection approaches in social networks: A current state-of-the-art. In 17è Congrés Català d'Intel·ligència Artificial (CCIA 2014). Symposium conducted at the meeting of Catalan Association for Artificial Intelligence (CCIA), Barcelona.

Puigbò , J., Sánchez-Hernández, G., Casabayó, M. & Agell, N. (2014). Influencer detection approaches in social networks: A current state-of-the-art. In Museros , L., Pujol , O. & Agell, N. (Eds.), Artificial Intelligence Research and Development: Recent Advances and Applications (pp. 261-264). Amsterdam: IOS Press. DOI: 10.3233/978-1-61499-452-7-261.

Casabayó, M. & Agell, N. (2014). El gran potencial de la lógica difusa. Harvard Deusto Business Review, (234), pp. 50-57.

Dávila Blázquez, J. & Casabayó, M. (2013). Influences in children's materialism: A conceptual framework. Young Consumers, 14 (4), pp. 297-311. DOI: 10.1108/YC-03-2013-00370.

Casabayó, M. & Agell, N. (2012). A fuzzy segmentation approach to guide marketing decisions. In Meier, A. & Donzé, L. (Eds.), Fuzzy methods for customer relationship management and marketing: Applications and classifications (pp. 291-311). Hershey: IGI Global.

Iglesias, O., Singh, J. & Casabayó, M. (2011). Key changes and challenges for brands in an uncertain environment. Journal of Product and Brand Management, 20 (6), pp. 436-439.

Casabayó, M. (2010). El consumidor, en el punto de mira de las decisiones en márketing. Harvard Deusto Márketing y Ventas, (98), pp. 40-44.

Casabayó, M. & Martín Garreta, F. (2010). Fuzzy Marketing: cómo comprender al consumidor camaleónico. Bilbao: Deusto Publicaciones. Universidad de Deusto.

Casabayó, M. (2009). ¿Está dispuesto el consumidor a comprar productos más ecológicos?. Harvard Deusto Márketing y Ventas, (92), pp. 68-71.

Gimmy, G. & Casabayó, M. (2008). Innovation is not a democracy. How consumer concept testing impacts the capability of fast moving consumer goods companies to generate truly innovative products. Innovative Marketing, 4 (2), pp. 25-32.

Casabayó, M. (2008). Nuevas tendencias para mejorar la toma de decisiones. Harvard Deusto Márketing y Ventas, (85), pp. 64-68.

Casabayó, M. (2006). El valor de la información en márketing. Harvard Deusto Márketing y Ventas, (72), pp. 28-32.

Casabayó, M. (2005). Shopping behaviour forecasts: Experiments based on a fuzzy learning technique in Spanish food retailing industry (Unpublished doctoral dissertation). Edinburgh: University of Edinburgh.

Casabayó, M., Agell, N. & Aguado Chao, J. (2004). Using AI techniques in grocery industry: Identifying the customers most likely to defect. The International Review of Retail, Distribution and Consumer Research, 14 (3), pp. 295-308.