Joaquin Aldas Manzano

Joaquin Aldás-Manzano is a Professor of Marketing and Market Research at the Faculty of Economics, University of Valencia, Spain. He is also a researcher at the Valencia Economics Research Institute (Ivie) and a Visiting Research Fellow at the University of Glasgow, UK. His academic work spans quantitative marketing methods, consumer behavior, and digital marketing analytics.

He earned his PhD in Business and Economics from the University of Valencia, focusing on advertising media planning. His research interests include quantitative methods in marketing, structural equation modeling (PLS-SEM), consumer behavior, corporate social responsibility, and e-commerce. He has made significant contributions to the application of multivariate data analysis using R, reflected in his co-authored books and methodological publications.

His recent publications reveal a strong focus on digital and interactive marketing, including mobile advertising, advergames, educational technology adoption, and online banking loyalty. These works employ advanced statistical techniques and span journals in marketing, business ethics, information systems, and tourism. There is a consistent emphasis on consumer perception, behavioral intention, and the role of technology in shaping modern marketing practices.

Notable professional roles include:

• Co-director of the U-Ranking university rankings (Ivie and BBVA Foundation)
• Active contributor to international conferences (e.g., EMAC, AMS)
• Collaborator with leading scholars in marketing and consumer behavior

He has supervised several PhD theses and mentored numerous researchers, although specific advisee names are not listed in the provided texts. His collaborative work, especially with Prof. Ezequiel Uriel, has produced influential methodological resources for applied multivariate analysis.

He is affiliated with the following research groups:

• MarkAp Applied Marketing into Consumer Behaviour
• POMA Research Group on Brand and Positioning