Oriol Iglesias
Associate Professor, Department of Marketing in ESADE
URL Associate Professor


  • Doctor Europeo. ESADE - Universitat Ramon Llull
  • Doctor en Administració i Direcció d'Empreses. ESADE - Universitat Ramon Llull
  • Master en Dirección y Administración de Empresas. ESADE
  • Licenciado en Administración y Dirección de Empresas. ESADE-Universitat Ramon Llull

Areas of interest

  • Managing the customer experience.
  • Brand Management
  • Co-creation


Oriol Iglesias is an Associate Professor at the Marketing Department. Previously, at ESADE, he has also been Director of the Marketing Department, as well as Director of the ESADE Brand Institute (leading consultancy firm on brand management in Spain) and Chair of the Research Group on Brand Management.

He is member of the Executive Committee of the European Academy of Marketing (EMAC), and Member of the Scientific Committee of the Special Interest Group on Brand, Identity, and Corporate Reputation of the Academy of Marketing (AM). He is also member of the Editorial Board of the Journal of Brand Management and also member of the Editorial Review Board of the Journal of Product and Brand Management. He is Member of the Scientific Committee of the Global Brand Conference.

His research has been published in top international academic journals, such as California Management Review, Journal of Business Ethics, and European Journal of Marketing, among others. His last book is "Brand desire: how to create consumer involvement and inspiration", published by Bloomsbury.

Oriol has consulted and/or developed custom in company training for worldwide leadings firms from many different sectors, such as Porsche, Audi, Telefónica, HP, Nestlé, Sara Lee, Deutsche Bank, PwC, Ogilvy, etc.

Before joining ESADE he was Partner and General Manager of Wakaa Networks, a consultancy firm specialized in the field of strategic marketing, for seven years. In parallel, he was also a Partner and General Manager at El Terrat Online, a firm which produces TV programs, films and theatre plays. Previously, he was Senior Consultant first, and then General Manager, at ATI-Markefin (a consultancy firm in marketing strategy). He began his career working in the Marketing Department at Xerox.

Selected publications

Markovic Markovic, S., Iglesias , O., Singh, J. & Sierra , V. (2018). How does the perceived ethicality of corporate service brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148 (4), pp. 721-740. DOI: 10.1007/s10551-015-2985-6.

Roper, S., Lim, M. & Iglesias , O. (2018). Brands that do good. Journal of Brand Management, 25 (1), pp. 1-2. DOI: https://doi.org/10.1057/s41262-017-0068-y.

Iglesias , O., Markovic Markovic, S., Singh, J. & Sierra , V. (2018). Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits. Journal of Business Ethics. DOI: 10.1007/s10551-017-3455-0.

Saleem, F. & Iglesias , O. (2017). Internal branding: A roadmap to value co-creation. In Ind, N. (Ed.), Branding inside out. Internal branding in theory and practice (pp. 63-76). London: Kogan Page.

Ind, N. & Iglesias , O. (2017). ¡Quiero esta marca! Cómo construir marcas deseables . Barcelona: Libros de Cabecera.

Sierra , V., Iglesias , O., Markovic Markovic, S. & Singh, J. (2017). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics, 144 (3), pp. 661-676. DOI: 10.1007/s10551-015-2855-2.

Ind, N., Iglesias , O. & Markovic Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation. Journal of Brand Management, 24 (4), pp. 310-321. DOI: 10.1057/s41262-017-0051-7.

Iglesias , O., Ind, N. & Alfaro, M. (2016). The Organic view of the brand: A brand value co-creation model. In Balmer, J. M. T., Powell, S. M., Kernstock, J. & Brexendorf, T., Advances in corporate branding (pp. 148-174). London; New York: Palgrave MacMillan. DOI: 10.1057/978-1-352-00008-5_9.

Ind, N. & Iglesias , O. (2016). Brand desire: How to create consumer involvement and inspiration. London: Bloomsbury Publishing.

Iglesias , O. & Ind, N. (2016). How to be a brand with a conscience. In Ind, N. & Horlings, S., Brands with a conscience (pp. 203-211). London: Kogan Page.

Saleem, F. & Iglesias , O. (2016). Mapping the domain of the fragmented field of internal branding. Journal of Product and Brand Management, 25 (1), pp. 43-57. DOI: 10.1108/JPBM-11-2014-0751.

Ind, N., Iglesias , O. & Schultz, M. (2015). How Adidas found its second win. strategy+business, 80 (Autum 2015), pp. 26-30.

Iglesias , O. & Saleem, F. (2015). How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices. Marketing Intelligence and Planning, 33 (2), pp. 216-234. DOI: 10.1108/MIP-10-2014-0196.

Iglesias , O. & Saleem, F. (2014). The key role of HR policies and practices in implementing a relationship marketing orientation. In Kubacki, K. (Ed.), Ideas in marketing: Finding the new and polishing the old (pp. 722-725). Berlin: Springer. DOI: 10.1007/978-3-319-10951-0_268.

Rindell, A. & Iglesias , O. (2014). Context and time in brand image construction. Journal of Organizational Change Management, 27 (5), pp. 756-768. DOI: 10.1108/JOCM-09-2014-0172.

Iglesias , O., Ind, N. & Alfaro Faus, M. (2013). The organic-view of the brand: A brand value co-creation model. Journal of Brand Management, 20 (8), pp. 670-688. DOI: 10.1057/bm.2013.8.

Ind, N., Iglesias , O. & Schultz , M. (2013). Building brands together: Emergence and outcomes of co-creation. California Management Review, 55 (3), pp. 5-26.

Singh, J., Iglesias , O. & Batista-Foguet, J. (2012). Does having an ethical brand matter? The influence of consumer perceived ethicality on trust, affect, and loyalty. Journal of Business Ethics, 111 (4), pp. 541-549.

Guzmán Garza, F. & Iglesias , O. (2012). The multi-sensory and multi-experiential brand challenge. Journal of Product and Brand Management, 21 (6), pp. 487-490.

Abimbola , T., Trueman , M. & Iglesias , O. (2012). A new context and emerging theories for product, place and corporate brands. European Journal of Marketing, 46 (7/8), pp. 881-884.

Iglesias , O. & Bonet Guinó, E. (2012). Persuasive brand management: How managers can influence brand meaning when they are losing control over it. Journal of Organizational Change Management, 25 (2), pp. 251-264.

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.

Iglesias , O., Singh, J. & Batista-Foguet, J. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18 (8), pp. 570-582.

Iglesias , O., Sauquet Rovira, A. & Montaña Matosas, J. (2011). The role of corporate culture in relationship marketing. European Journal of Marketing, 45 (4), pp. 631-650.

Alfaro Faus, M., Arenas Vives, D., Batllori Lloveras, G., Bieto Caubet, E., Bonache, J. A., Busquets Carretero, J. & et al. (2010). Batllori Lloveras, G. (Ed.), El MBA de ESADE: todos los conocimientos para alcanzar el éxito profesional. Barcelona: Planeta.

Flory, M. & Iglesias , O. (2010). Once upon a time: The role of rhetoric and narratives in management research and practice. Journal of Organizational Change Management, 23 (2), pp. 113-119.

Alfaro Faus, M. & Iglesias , O. (2010). Introducción al marketing. In Batllori Lloveras, G., El MBA de ESADE: todos los conocimentos para alcanzar el éxito profesional (pp. 215-262). Barcelona: Planeta.

Calabretta, G., Montaña Matosas, J. & Iglesias , O. (2008). A cross-cultural assessment of leading values in design oriented companies. Cross Cultural Management: An International Journal, 15 (4), pp. 379-398.

Capprioti , P. & Iglesias , O. (2008). Brand management. Lo que se aprende en los mejores MBA: volumen II (pp. 363-380). Barcelona: Gestión 2000.

Iglesias , O. (2004). Las relaciones y las redes: la estructura fundamental del marketing relacional. In Alfaro Faus, M. (Coord.), Temas clave en marketing relacional (pp. 11-25). New York: McGraw-Hill .

Iglesias , O. (2004). Relaciones y redes en el sector turístico. In Alfaro Faus, M., Temas clave en marketing relacional (pp. 175-180). New York: McGraw-Hill .

Cerveró Puig, J., Iglesias , O. & Villacampa Laita, O. (2002). Marketing turístico. Barcelona: Editorial Octaedro .

Cerveró Puig, J., Iglesias , O. & Villacampa Laita, O. (2001). Màrqueting turístic. Vic: Eumo.