Professorat i Investigació

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Iglesias Bedós, Oriol

Professor ordinari, Departament de Màrqueting a Esade

Professor Catedràtic URL

Vicedecano Facultad e Investigación, Vicedeganat de Recerca

Investigador, ESADE D3 - Institute for Data-Driven Decisions

Formació acadèmica

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

Biografia

Oriol Iglesias és Professor Titular i Director del Departament de Direcció de Màrqueting d'ESADE. Prèviament també a ESADE ha estat Director del Grup de Recerca en Marca GREMAR d'ESADE - URL i Director de l'ESADE Brand Institute.

L'Oriol és Membre del Comitè Científic del Grup Especial d'Interès en Marca, Identitat i Reputació Corporativa de l'Academy of Marketing AM, així com de la Global Brand Conference. També és Membre de l'Editorial Board del Journal of Brand Management i de l'Editorial Review Board del Journal of Product and Brand Management, les dues publicacions acadèmiques de referència a nivell internacional en l'àmbit de la gestió de marca. Durant 6 anys ha estat Membre del Comitè Executiu de l'European Marketing Academy.

Prèviament a la seva carrera professional a ESADE, l'Oriol ha estat soci i director general de Wakaa Networks, una consultoria especialitzada en el camp del màrqueting estratègic, durant set anys. També ha estat soci i director general d'El Terrat Online, una productora de programes televisius, pel·lícules i obres de teatre. Anteriorment, va ser, primer, consultor sènior i, després, director general, d'ATI-Markefin una consultoria del sector de l'oci. Va començar la seva carrera treballant en el Departament de Màrqueting de Xerox.

A més, és coautor de cinc llibres sobre màrqueting i gestió de marca. També ha publicat nombrosos papers científics sobre gestió de la marca i co-creació en journals acadèmics internacionals de primer nivell com California Management Review, Journal of Busines Ethics, Industrial Marketing Management, Journal of Business Research i European Journal of Marketing, entre d'altres.

Publicacions destacades

Markovic, S., Iglesias, O., Torres, A. & Rivera, P. (E-pub ahead of print). (2025). Unpacking the relationship between co-creation and brand equity: A multi-study approach. European Management Review. DOI: https://doi.org/10.1111/emre.70030.
Ind, N., Mingione, M. & Iglesias, O. (2025). Becoming conscientious: how brands can shape a better world. In Zarantonello, L., Andreini, D. (Ed.), The Sage Handbook on Brand Management . SAGE Publications.
Tjandra, N. C., Feri, A., Ind, N., Iglesias, O., Backhaus, C. & Seegebarth, B. (2025). The core attributes of conscientious brands: A stakeholder perspective. Journal of Business Research, 201, 115744. DOI: https://doi.org/10.1016/j.jbusres.2025.115744.
Iglesias, O., Ind, N., Tjandra, N. C., Feri, A., Guzmán, F. & Lee, Z. (2025). Past, present and future of conscientious brands. Journal of Brand Management, 32 (6), pp. 477¿483. DOI: https://doi.org/10.1057/s41262-025-00421-z.
Iglesias, O., Ind, N. & Mingione, M. (2025, May). Bringing brand purpose to life through strategic alignment [Paper presentation]. 18th Global Brand Conference, Porto. https://eu-central-1.linodeobjects.com/evt4-media/documents/GBC_Book_of_Abstracts_May_6.pdf
Iglesias, O. (2023). Empresas con conciencia: Más allá de la responsabilidad social corporativa. Libros de Cabecera.
Markovic, S., Iglesias, O. & Ind, N. (2023). Conscientious business-to-business organizations: Status quo and future research agenda. Industrial Marketing Management, 112, pp. A8-A11. DOI: https://doi.org/10.1016/j.indmarman.2023.05.021.
Iglesias, O., Mingione, M., Ind, N. & Markovic, S. (2023). How to build a conscientious corporate brand together with business partners: A case study of Unilever. Industrial Marketing Management, 109, pp. 1-13. DOI: https://doi.org/10.1016/j.indmarman.2022.12.008.
Ind, N. & Iglesias, O. (2023). Why the practice of CSR needsa conscience. Approaches to Corporate Social Responsibility (pp. 215-230). Taylor & Francis. DOI: https://doi.org/10.4324/9781003255833-16.
Markovic, S., Iglesias, O., Qiu, Y. & Bagherzadeh, M. (2022). The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness. Business and Society, 61 (7), pp. 1773-1803. DOI: https://doi.org/10.1177/00076503211053021.
Ind, N. & Iglesias, O. (2022). Freedom and control in brand co-creation communities. Research Handbook on Brand Co-Creation (pp. 167-176). Edward Elgar Publishing Ltd..
Iglesias, O., Ind, N. & Schultz, M. (2022). TOWARDS A PARADIGM SHIFT IN CORPORATE BRANDING. The Routledge Companion to Corporate Branding (pp. 3-23). Taylor & Francis. DOI: https://doi.org/10.4324/9781003035749-2.
Ind, N. & Iglesias, O. (2022). In Good Conscience: Do the Right Thing While Building a Profitable Business. Springer International Publishing. DOI: https://doi.org/10.1007/978-3-031-09338-8.
Iglesias, O., Ind, N. & Schultz, M. (2022). THE ROUTLEDGE COMPANION TO CORPORATE BRANDING. Taylor & Francis. DOI: https://doi.org/10.4324/9781003035749.
Ind, N. & Iglesias, O. (2021). Promises, promises. Handbook of Sustainability-Driven Business Strategies in Practice (pp. 94-107). Edward Elgar Publishing Ltd..
Schmidt, H. L., J. Ind, N. & Iglesias, O. (2021). Guest editorial. Journal of Product and Brand Management, 30 (6), pp. 781-787. DOI: https://doi.org/10.1108/JPBM-08-2021-013.
Iglesias, O. & Ind, N. (2020). Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management. Journal of Brand Management, 27 (6), pp. 710-720. DOI: https://doi.org/10.1057/s41262-020-00205-7.
Saleem, F. Z. & Iglesias, O. (2020). Exploring the motivation of affect management in fostering social media engagement and related insights for branding. Internet Research, 30 (1), pp. 67-83. DOI: https://doi.org/10.1108/INTR-07-2018-0321.
Iglesias, O., Markovic, S., Bagherzadeh, M. & Singh, J. J. (2020). Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty. Journal of Business Ethics, 163 (1), pp. 151-166. DOI: https://doi.org/10.1007/s10551-018-4015-y.
Iglesias, O., Landgraf, P., Ind, N., Markovic, S. & Koporcic, N. (2020). Corporate brand identity co-creation in business-to-business contexts. Industrial Marketing Management, 85, pp. 32-43. DOI: https://doi.org/10.1016/j.indmarman.2019.09.008.
Iglesias, O., Ind, N. & Schultz, M. (2020). History matters: The role of history in corporate brand strategy. Business Horizons, 63 (1), pp. 51-60. DOI: https://doi.org/10.1016/j.bushor.2019.09.005.
Roper, S., Iglesias, O. & Rodrigues, C. (2019). Sensory Branding: Special Issue following the 12<sup>th</sup> Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research, 96, pp. 340-342. DOI: https://doi.org/10.1016/j.jbusres.2018.12.040.
Iglesias, O., Markovic, S. & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, pp. 343-354. DOI: https://doi.org/10.1016/j.jbusres.2018.05.043.
Iglesias, O., Markovic, S., Singh, J. J. & Sierra, V. (2019). 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, 154 (2), pp. 441-459. DOI: https://doi.org/10.1007/s10551-017-3455-0.
Markovic, S., Iglesias, O., Singh, J. J. & Sierra, V. (2018). How does the Perceived Ethicality of Corporate Services 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: https://doi.org/10.1007/s10551-015-2985-6.
Roper, S., Lim, M. & Iglesias, O. (2018). 'Brands that do Good' 11th global brand conference, University of Bradford School of Management. Journal of Brand Management, 25 (1), pp. 1-2. DOI: https://doi.org/10.1057/s41262-017-0068-y.
Sierra, V., Iglesias, O., Markovic, S. & Singh, J. 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: https://doi.org/10.1007/s10551-015-2855-2.
Ind, N., Iglesias, O. & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management, 24 (4), pp. 310-321. DOI: https://doi.org/10.1057/s41262-017-0051-7.
Saleem, F. Z. & Iglesias, O. (2016, March). Mapping the domain of the fragmented field of internal branding. Journal of Product and Brand Management, 25 (1), pp. 43-57. DOI: https://doi.org/10.1108/JPBM-11-2014-0751.
Iglesias, O., Ind, N. J. & Schultz, M. (2015). How Adidas found its second win.
Iglesias, O. & Saleem, F. Z. (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: https://doi.org/10.1108/MIP-10-2014-0196.
Saleem, F. Z. & Iglesias, O. (2015). Online Personal Branding in the Middle East and North America. Developments in Marketing Science (pp. 18-21). Springer Nature. DOI: https://doi.org/10.1007/978-3-319-10951-0_12.
Lim, M., Machado, J. C. & Iglesias, O. (2015). Brand, identity and corporate reputation. Marketing Intelligence and Planning, 33 (2), pp. 122-+. DOI: https://doi.org/10.1108/MIP-01-2015-0006.
Iglesias, O. & Saleem, F. Z. (2015). The Key Role of HR Policies and Practices in Implementing a Relationship Marketing Orientation. Developments in Marketing Science (pp. 722-725). Springer Nature. DOI: https://doi.org/10.1007/978-3-319-10951-0_268.
Iglesias, O., Ind, N. J. & Markovic Markovic, S. (2014, December). Managerial perceptions of co-creation [Paper presentation]. 1st Annual World Open Innovation Conference WOIC 2014.
Rindell, A. & Iglesias, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27 (5), pp. 756-768. DOI: https://doi.org/10.1108/JOCM-09-2014-0172.
Iglesias, O. & Landgraf, P. (2014, April). The co-creation of core values: A multi stakeholder endeavor [Paper presentation]. 9th Global Brand Conference 2014.
Iglesias, O. (2013). Estrategias de cocreación: cómo conseguir que los clientes sean parte clave del equipo de innovación.
Iglesias, O., Ind, N. & Alfaro, M. (2013). The organic view of the brand: A brand value co-creation model. Journal of Brand Management, 20 (8), pp. 670-688. DOI: https://doi.org/10.1057/bm.2013.8.
Iglesias, O. & Saleem, F. (2013, May). The key role of human resources policies and practices in implementing a relationship marketing orientation [Paper presentation]. 2013 AMS Annual Conference.
Iglesias, O. & Saleem, F. (2013, May). Online personal branding in the Middle East and North America: A comparison of social capital accumulation and community response [Paper presentation]. 2013 AMS Annual Conference.
Iglesias, O. (2013). Claves para innovar en marca de forma rentable y gestionar un portafolio sostenible.
Iglesias, O. & Saleem, F. (2013, April). The key role of Human Resource Management in developing brand-consumer relationships [Paper presentation]. 8th Global Brand Conference 2013.
Iglesias, O. & Rindell, A. (2013, March). Exploring context and time in brand image construction through online consumer narratives [Paper presentation]. 5th International Conference on Rhetoric and Narratives in Management Research RNMR 2013.
Ind, N., Iglesias, O. & Schultz, M. (2013, March). Building brands together: Emergence and outcomes of co-creation. California Management Review, 55 (3), pp. 5-26. DOI: https://doi.org/10.1525/cmr.2013.55.3.5.
Singh, J. 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. DOI: https://doi.org/10.1007/s10551-012-1216-7.
Iglesias, O. & Markovic Markovic, S. (2012, October). Brand value co-creation: Towards a multiple stakeholder perspective [Paper presentation]. XLIX Asamblea Anual CLADEA 2014.
Guzmán, F. & Iglesias, O. (2012). The multi-sensory and multi-experiential brand challenge. Journal of Product and Brand Management, 21 (6). DOI: https://doi.org/10.1108/jpbm.2012.09621faa.002.
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. DOI: https://doi.org/10.1108/09534811211213937.
Abimbola, T., Trueman, M. & Iglesias, O. (2012). Brand and corporate branding: theory and emerging context. European Journal of Marketing, 46 (7-8), pp. 881-884.
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.
Iglesias, O., Singh, J. 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. DOI: https://doi.org/10.1057/bm.2010.58.
Iglesias, O. & Saleem, F. (2011, April). Virtual internal brand communities: Exploring the types, motivations and outcomes [Paper presentation]. 7th Global Brand Conference 2011.
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. DOI: https://doi.org/10.1108/03090561111111361.
Iglesias, O. & Saleem, F. (2011, February). Internal branding: Exploring the literature to develop an integrated model [Paper presentation]. 1st International Colloquium on Corporate Branding, Identity, Image and Reputation COBIIR 2011.
Iglesias, O. & Alfaro Faus, M. (2010). En búsqueda de un nuevo marketing.
Iglesias, O. (2010). Difference and repetition. Meaning at work (pp. 137-142).
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. DOI: https://doi.org/10.1108/09534811011031274.
Iglesias, O. & Sørdal, M. F. (2010). Redes sociales: retos y oportunidades desde la perspectiva de las marcas.
Iglesias, O. & Alfaro Faus, M. (2010). Introducción al marketing. El MBA de ESADE: todos los conocimentos para alcanzar el éxito profesional (pp. 215-262).
Ilipinar, G., Montaña Matosas, J., Iglesias, O., Kristensen, T. & Johnston, W. (2009, October). Designer as midwife: Towards a new state of mind? [Paper presentation]. 3rd annual conference of the International Association of Societies of Design Research, Seoul 2009.
Ilipinar, G., Montaña Matosas, J., Iglesias, O., Kristensen, T. & Johnston, W. (2009, March). Designer as midwife [Paper presentation]. 3rd International Conference on Rethoric and Narratives in Management Research RNMR 2011.
Iglesias, O. & Alfaro Faus, M. (2009). De marcas, consumidores y marketing en época de crisis.
Iglesias, O. & Alfaro Faus, M. (2009). La marca y la gestión de las emociones.
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. DOI: https://doi.org/10.1108/13527600810914166.
Iglesias, O. & Singh, J. J. (2008, September). The role of brand experience and affective commitment in determining brand loyalty [Paper presentation]. 4th International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Atlanta 2008.
Capprioti, P. & Iglesias, O. (2008). Brand management. Lo que se aprende en los mejores MBA: volumen II (pp. 363-380).
Calabretta, G., Iglesias, O. & Montaña Matosas, J. (2008, August). The integration of users and designers in product design: A comparison between off-line and on-line companies [Paper presentation]. ISBM Academic Conference 2008: Advances in B-to-B marketing, Chicago 2008.
Calabretta, G., Iglesias, O., Moll de Alba Mendoza, I. & Montaña Matosas, J. (2008, June). Design orientation as a driver of organizational culture [Paper presentation]. INFORMS Marketing Science Conference, Vancouver 2008.
Iglesias, O., Montaña Matosas, J. & Sauquet Rovira, A. (2008, January). A study of the corporate culture of a relationship marketing oriented firm [Paper presentation]. 7th International Marketing Trends Conference 2008.
Calabretta, G., Iglesias, O. & Montaña Matosas, J. (2008, January). A cross-country case study of organizational culture in design-oriented companies [Paper presentation]. 2008 AMS Annual Conference.
Bonet Guinó, E., Iglesias, O., Jensen, H. S. & Sauquet Rovira, A. (2007, May). Background of the debate on quantitative and qualitative methods [Paper presentation]. 7th EURAM Annual Conference 2007.
Iglesias, O. (2004). Las relaciones y las redes: la estructura fundamental del marketing relacional. Temas clave en marketing relacional (pp. 11-25).
Iglesias, O. (2004). Relaciones y redes en el sector turístico. Temas clave en marketing relacional (pp. 175-180).
Bonet Guinó, E., Iglesias, O. & Pons Freixas, C. (2003, July). A study of Hitchcock's film 'The rear window' on how we interpret social action [Paper presentation]. 19th EGOS Colloquium.
Iglesias, O. (2003, April). Relationships and networks as the core for a new approach to marketing in the tourism sector [Paper presentation]. European Pre-Doctoral Colloquium on Tourism and Leisure Barcelona 2003.
Cerveró Puig, J., Iglesias, O. & Villacampa Laita, O. (2002). Marketing turístico.
Cerveró Puig, J., Iglesias, O. & Villacampa Laita, O. (2001). Màrqueting turístic.

Dades de contacte

Tel: +34 932 806 162
Ext. 5479
Fax: +34 932 048 105

Contactar

Tornar al directori