Faculty & Research
Directory
Casabayó Bonás, Mònica
Associate Professor, Department of Marketing at
Esade
URL Associate Professor
Directora Académica BiTLaSI, Bachelor in Transformational Business and Social Impact
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
Biography
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 Bonás, M. & Ferrás Hernández, J. (2024). Educational Transformation: A 'Skunk' Team Approach in Reshaping Business Bachelor's Programs in Spain. SSRN Electronic Journal.
- Dávila, J. F. & Casabayó Bonás, M. (E-pub ahead of print). (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.
- Riu Vila, D., Casabayó Bonás, M., Sayeras Maspera, J., Rovira Llobera, R. & Agell Jané, 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 Bonás, 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 Bonás, 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., Sánchez-Hernández, G., Sanchez-Hernandez, G., Casabayó Bonás, M. & Agell Jané, 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 Jané, N., Casabayó Bonás, 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 Bonás, M. & Dávila Blázquez, J. F. (2019, May). Instagram paths to materialism in young people [Paper presentation]. 48th European Marketing Academy Conference EMAC 2019.
- Agell Jané, N., Casabayó Bonás, 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 Bonás, 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 Bonás, 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 Jané, N. & Casabayó Bonás, 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 Bonás, 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 Bonás, 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 Bonás, M., Costa Guix, G. & Vila Fernández-Santacruz, M. d. 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 Bonás, M. & Costa Guix, G. (2014). Soul Marketing. Porque el directivo, el cliente y el ciudadano son la misma persona.
- Agell Jané, N. & Casabayó Bonás, 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 Jané, N., Casabayó Bonás, M., Puigbò, J. Y., Sánchez-Hernández, G. & Sanchez-Hernandez, G. (2014). Influencer detection approaches in social networks: A current state-of-the-art. Artificial Intelligence Research and Development: Recent Advances and Applications (pp. 261-264). DOI: https://doi.org/10.3233/978-1-61499-452-7-261.
- Agell Jané, N., Banerjee, S. & Casabayó Bonás, 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 Bonás, 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 Bonás, 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 Jané, N. & Casabayó Bonás, M. (2014). El gran potencial de la lógica difusa.
- Puigbò, J. Y., Sánchez-Hernández, G., Sanchez-Hernandez, G., Casabayó Bonás, M. & Agell Jané, 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 Bonás, M., Agell Jané, N., Sánchez-Hernández, G. & 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 Bonás, 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 Bonás, M. (2013). La mare té molts desitjos. Conviure amb el càncer quan tens fills petits.
- Casabayó Bonás, 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 Bonás, M. & Agell Jané, N. (2012). A fuzzy segmentation approach to guide marketing decisions. Fuzzy Methods for Customer Relationship Management and Marketing (pp. 291-311). IGI Global. DOI: https://doi.org/10.4018/978-1-4666-0095-9.ch013.
- Agell Jané, N. & Casabayó Bonás, M. (2012). A fuzzy segmentation approach to guide marketing decisions. Fuzzy methods for customer relationship management and marketing: Applications and classifications (pp. 291-311).
- Iglesias Bedós, O., Singh, J. J. & Casabayó Bonás, M. (2011). Key changes and challenges for brands in an uncertain environment. Journal of Product & Brand Management, 20 (6), pp. 436-439. DOI: https://doi.org/10.1108/10610421111166577.
- Casabayó Bonás, M. (2010). El consumidor, en el punto de mira de las decisiones en márketing.
- Casabayó Bonás, M. & Martin Garreta, F. d. B. (2010). Fuzzy Marketing: cómo comprender al consumidor camaleónico.
- Casabayó Bonás, M. (2009, May). Fuzzy marketing. A possible innovative approach to decision marketing [Paper presentation]. Research Seminar, Stirling 2009.
- Casabayó Bonás, M. (2009). ¿Está dispuesto el consumidor a comprar productos más ecológicos?.
- Agell Jané, N., Casabayó Bonás, M., Samà Monsonís, A., Sánchez-Hernández, G. & 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 Jané, N., Casabayó Bonás, M. & DAWSON, J. A. (2008). Artificial intelligence: ¿Fiction film or business reality?.
- Casabayó Bonás, M. (2008). Nuevas tendencias para mejorar la toma de decisiones.
- Gimmy, G. & Casabayó Bonás, 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 Jané, N., Casabayó Bonás, 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 Bonás, M. (2006). El valor de la información en márketing.
- Agell Jané, N., Aguado Chao, J. C., Banchillería Masó, R. & Casabayó Bonás, 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 Bonás, M. (2005). The retailing Oracle.
- Casabayó Bonás, M., Agell Jané, 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 Jané, N., Aguado Chao, J. C. & Casabayó Bonás, M. (2004). Using AI techniques in grocery industry: Identifying the customers most likely to defect.