Oriol Iglesias

Oriol Iglesias is an Associate Professor and Head at the Marketing Department. Previously, at ESADE, he has also been 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 Scientific Committee of the Global Brand Conference 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 member of the Editorial Review Board of the Journal of Product and Brand Management. He has also been for 6 years member of the Executive Committee of the European Marketing Academy (EMAC).

His research has been published in top international academic journals, such as California Management Review, Journal of Business Ethics, Business & Society, Industrial Marketing Management, Journal of Business Reesearch, 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, Volkswagen, Telefónica, HP, Nestlé, Sara Lee, Banco de Santander, PwC, Ogilvy, etc.

Before joining ESADE he was Partner and CEO of Wakaa Networks, a consultancy firm specialized in the field of strategic marketing, for seven years. In parallel, he was also a Partner and CEO 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.

Areas of interest

• Brand Management
• Co-creation
• Conscientious brands

Education

• European Doctorate (Universitat Ramon Llull, Spain and Twente Universiteit, Holland) Universitat Ramon Llull (2003 — 2007)
• PhD Esade (2002 — 2006)
• MBA Esade (1997 — 1998)
• Undergraduate Degree ESADE (1993 — 1997)

Selected publications

Markovic, S., Iglesias, O., Qiu, Yuqian & Bagherzadeh Niri, M. (2022). The CSR imperative: How CSR influences word-of-mouth considering the roles of authenticity and alternative attractiveness. Business & Society, 61, .

Ind, N. & Iglesias, O. (2021). Promises, promises: How to showcase the authenticity of sustainability claims through digitalization. In S. Markovic, C. Sancha Fernández & A. Lindgreen (Eds.), Handbook of sustainability-driven business strategies in practice, pp. 94-107. Edward Elgar.

Schmidt, H., Ind, N. & Iglesias, O. (2021). Internal branding: In search of a new paradigm (Guest Editorial). Journal of Product and Brand Management, 30 (6), pp. 781-787.

Iglesias, O. & Ind, N. (2020). Towards a theory on conscientious corporate brand co-creation: The next key challenge in brand management. Journal of Brand Management, 6 (27), pp. 710-720.

Ind, N., Iglesias, O. & Markovic, S. (2020, 01 de August). Conscientious organizations: How business is accelerating toward a fairer future.

Iglesias, O., Markovic, S., Bagherzadeh Niri, M. & Singh, 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.

Saleem, F. & 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.

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 (February 2020), pp. 32-43.

Iglesias, O., Ind, N. & Schultz, M. (2020). History matters: The role of history in corporate brand strategy. Business Horizons, 63 (1), pp. 51-60.

Iglesias, O. (2019). How co-creation can boost trust in corporate social responsibility. In N. Ind & H. Schmidt, Co-creating brands: Brand management from a co-creative perspective, pp. 280-283. Bloomsbury Publishing.

Iglesias, O., Markovic, S. & Rialp, J. (2019). How does sensory brand experience influence brand equity in the banking industry? Considering the roles of employee empathy, customer affective commitment, and customer satisfaction. Journal of Business Research, 96 (March 2019), pp. 343-354.

Iglesias, O., Markovic Markovic, S., Singh, 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.

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.

Roper, S., Lim, M. & Iglesias, O. (2018). Brands that do good. Journal of Brand Management, 25 (1), pp. 1-2.

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.

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.

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

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

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.

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

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.

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.

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

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.

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.