Faculty & Research
Directory
Casabayó Bonás, Mònica
Associate Professor, Department of Marketing at Esade
URL Associate Professor
Investigadora, ESADE D3 - Institute for Data-Driven Decisions
Education
- Doctor of Philosophy in the College of Humanities and Social Science.
- Máster en Dirección y Administración de Empresas. ESADE
- Llicenciada en Administració i Direcció d'Empreses. ESADE - Universitat Ramon Llull
Areas of interest
- SDG 12 - Responsible Consumption and Production
- SDG 16 - Peace, Justice and Strong Institutions
Biography
Dr. Casabayó is an Associate Professor in the Department of Marketing at ESADE Business School, with over 24 years of teaching experience. She transitioned gradually from the business world to academia, and after completing her PhD in Artificial Intelligence and Consumer Behaviour at the University of Edinburgh in 2005, she decided to dedicate herself fully to Academia.
Dr. Casabayó combines academic rigor with real-world engagement through applied research and consulting projects for organizations including La Caixa, MAPFRE, Camper, Mahou San Miguel, Danone, Decathlon, The Vegetarian Butcher, LinkiaFP or Panot Mobility. She believes that connecting academia with business enhances both learning and impact.
At ESADE, she has served as Academic Director of the BBA program and has led the creation and management of BITLASI undergraduate degree for the past five years, whose first class graduated in 2025. Her teaching philosophy emphasizes human-centered education, ethical leadership, and experiential learning.
Her research focuses on Transformative Consumer Research using AI techniques, with projects exploring youth engagement in cause-related campaigns and the societal impact of materialism.
Beyond academia, Dr. Casabayó supports cancer research and child protection initiatives and serves on the board of the Vicki Bernadet Foundation, which aims to eliminate child abuse. She also contributes to socially responsible networks such as B for Good Leaders, Ashoka, and Ship2B.
A regular contributor to El Periódico, Forbes, Ethic, and La Vanguardia, she promotes values-driven marketing and leadership. Throughout her career, Dr. Casabayó has bridged marketing, AI, and the humanities to help future leaders navigate complex challenges with ethical awareness and social purpose.
Selected publications
- Dávila, J. F. & Casabayó, M. (2024). Instagram paths to materialism in young people: social comparison and identification with influencers. Behaviour and Information Technology. DOI: https://doi.org/10.1080/0144929X.2024.2326560.
- Casabayó, M. & Ferrás-Hernández, X. (2024). Educational Transformation: A 'Skunk' Team Approach in Reshaping Business Bachelor's Programs in Spain. SSRN Electronic Journal.
- Riu Vila, D., Casabayó, M., Sayeras Maspera, J., Rovira Llobera, X. & Agell, N. (2022). A new method to assess how curricula prepare students for the workplace in higher education. Educational Review, 74 (2), pp. 207-225. DOI: https://doi.org/10.1080/00131911.2020.1713050.
- Casabayó, M., Dávila, J. F. & Rayburn, S. W. (2020). Thou shalt not covet: Role of family religiosity in anti-consumption. International Journal of Consumer Studies, 44 (5), pp. 445-454. DOI: https://doi.org/10.1111/ijcs.12577.
- Carreras, F., Casabayó, M., Gallo, Í., Luis Bassa, C., Moreno De los Ríos, P., Sábada, T. & Sanmiguel, P. (2020). Sumando ideas 'Marketing' de 'Influencers': ¿Tiene realmente el impacto esperado?.
- Nguyen, J., Armisen, A., Sanchez-Hernandez, G., Casabayó, M. & Agell, N. (2020). An OWA-based hierarchical clustering approach to understanding users' lifestyles. Knowledge-Based Systems, 190, 105308. DOI: https://doi.org/10.1016/j.knosys.2019.105308.
- Agell, N., Casabayó, M. & Mohanty, P. (2019, June). Stop product failure!: Applying fuzzy TOPSIS and AHP to define a framework to understand innovator group customers in FMC [Paper presentation]. 41st Annual ISMS Marketing Science Conference, Rome .
- Casabayó, M. & Dávila Blázquez, J. F. (2019, May). Instagram paths to materialism in young people [Paper presentation]. 48th European Marketing Academy Conference EMAC 2019.
- Agell, N., Casabayó, M. & Mohanty, P. (2018, December). Identifying variables to define innovator group in the healthy food industry: A fuzzy approach [Paper presentation]. 38th SGAI International Conference on Innovative Techniques and Applications of Artificial Intelligence 2018.
- Dávila, J. F., Casabayó, M. & Rayburn, S. W. (2018). Religious or secular? School type matters as a moderator between media exposure and children's materialism. International Journal of Consumer Studies, 42 (6), pp. 779-791. DOI: https://doi.org/10.1111/ijcs.12484.
- Casabayó, M. & Dávila Blázquez, J. F. (2018, April). Harry Styles or Leo Messi? Differences between boys and girls in the selection of media celebrities [Paper presentation]. 8th International Child and Teen Consumption Conference.
- Mohanty, P., Agell, N. & Casabayó, M. (2018). Identifying variables to define innovator group in the healthy food industry. In Bramer, M., Petridis, M. (Ed.), Artificial Intelligence XXXV - 38th SGAI International Conference on Artificial Intelligence, AI 2018, Proceedings (pp. 440-445). Springer Verlag. DOI: https://doi.org/10.1007/978-3-030-04191-5_36.
- Casabayó, M. & Dávila Blázquez, J. F. (2017, May). This is not a game: Parents' religiosity and its role in children's materialism [Paper presentation]. 46th European Marketing Academy Annual Conference EMAC 2017.
- Dávila, J. F., Casabayó, M. & Singh, J. 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: https://doi.org/10.1111/joca.12103.
- Casabayó, M., Costa Guix, G. & Vila Fernández-Santacruz, M. (2015, April). Exploration of the interaction between spirituality and market orientation: Causes and effects on managers [Paper presentation]. Spirituality and Creativity in Management World Congress, Barcelona 2015.
- Casabayó, M. & Costa Guix, G. (2014). Soul Marketing. Porque el directivo, el cliente y el ciudadano son la misma persona.
- Agell, N. & Casabayó, M. (2014, October). Influencer detection approaches in social networks: A current state-of-the-art [Paper presentation]. 17è Congrés Català d'Intel·ligència Artificial CCIA 2014.
- Agell, N., Banerjee, S. & Casabayó, M. (2014, July). Exploring the role of consensus measures in decision science: An experience towards summarizing users' opinions [Paper presentation]. 20th Conference of the International Federation of Operational Research Societies.
- Casabayó, M. & Dávila Blázquez, J. F. (2014, June). Ranking de los factores que afectan el materialismo en niños. Un análisis empírico [Paper presentation]. I Jornada para jóvenes investigadores de UNIJES-ACM 2015.
- Casabayó, M. & Dávila Blázquez, J. F. (2014, June). Lead us not into temptation: Does family religiosity influence children's materialism? [Paper presentation]. 43rd European Marketing Academy Conference EMAC 2014.
- Agell, N. & Casabayó, M. (2014). El gran potencial de la lógica difusa.
- Puigbò, J. Y., Sanchez-Hernandez, G., Casabayó, M. & Agell, N. (2014). Influencer detection approaches in social networks. In Agell, N., Pujol, O. & Museros, L. (Eds.), Artificial Intelligence Research and Development - Recent Advances and Applications (pp. 261-264). IOS Press. DOI: https://doi.org/10.3233/978-1-61499-452-7-261.
- Casabayó, M., Agell, N. & Sanchez-Hernandez, G. (2014). 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: https://doi.org/10.1016/j.eswa.2014.09.044.
- Casabayó, M. & Dávila Blázquez, J. F. (2013). Influences in children's materialism: A conceptual framework. DOI: https://doi.org/10.1108/YC-03-2013-00370.
- Casabayó, M. (2013). La mare té molts desitjos. Conviure amb el càncer quan tens fills petits.
- Casabayó, M. & Dávila Blázquez, J. F. (2012, December). Influences in children's materialism: A conceptual framework [Paper presentation]. 5th International Child and Teen Consumption CTC 2012.
- Casabayó, M. & Agell, N. (2012). A fuzzy segmentation approach to guide marketing decisions. Fuzzy methods for customer relationship management and marketing: Applications and classifications (pp. 291-311). IGI Global. DOI: https://doi.org/10.4018/978-1-4666-0095-9.ch013.
- Iglesias, O., Singh, J. 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. DOI: https://doi.org/10.1108/10610421111166577.
- Casabayó, M. (2010). El consumidor, en el punto de mira de las decisiones en márketing.
- Casabayó, M. & Martin Garreta, F. d. B. (2010). Fuzzy Marketing: cómo comprender al consumidor camaleónico.
- Casabayó, M. (2009, May). Fuzzy marketing. A possible innovative approach to decision marketing [Paper presentation]. Research Seminar, Stirling 2009.
- Casabayó, M. (2009). ¿Está dispuesto el consumidor a comprar productos más ecológicos?.
- Agell, N., Casabayó, M., Samà Monsonís, A. & Sanchez-Hernandez, G. (2008, June). Forecasting customer's loyalty by means of an unsupervised fuzzy learning method [Paper presentation]. 28th Annual International Symposium on Forecasting.
- Agell, N., Casabayó, M. & DAWSON, J. A. (2008). Artificial intelligence: ¿Fiction film or business reality?.
- Casabayó, M. (2008). Nuevas tendencias para mejorar la toma de decisiones.
- 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.
- Agell, N., Casabayó, M. & DAWSON, J. A. (2006, January). Forecasting customer's behaviour in the Spanish grocery industry: Identifying the customers who are going to buy online [Paper presentation]. 5th International Marketing Trends Conference 2006.
- Casabayó, M. (2006). El valor de la información en márketing.
- Agell, N., Aguado Chao, J. C., Banchillería Masó, R. & Casabayó, M. (2005, November). An unsupervised learning algorithm to store pattern recognition [Paper presentation]. Conferencia de la Asociación Española para la Inteligencia Artificial, Santiago de Compostela 2005.
- Casabayó, M. (2005). The retailing Oracle.
- Casabayó, M., Agell, N. & Aguado, J. C. (2004). Using ai techniques in the grocery industry: Identifying the customers most likely to defect. The International Review of Retail, Distribution and Consumer Research, 14 (3), pp. 295-308. DOI: https://doi.org/10.1080/09593960410001678426.
- Agell, N., Aguado Chao, J. C. & Casabayó, M. (2004). Using AI techniques in grocery industry: Identifying the customers most likely to defect.