Joaquin Aldas-Manzano

Joaquin Aldas-Manzano is a Professor of Marketing in the Department of Marketing at the Faculty of Economics, University of Valencia, and a Researcher at the Valencia Economics Research Institute (Ivie). He holds a PhD in Business and Economics from the University of Valencia, Spain, and has established himself as a significant contributor to marketing research with expertise spanning advertising media planning, consumer behavior, and quantitative methods in marketing research.

His research interests include:

• Advertising Media Planning and Strategy
• Consumer Behavior and Decision Making
• Quantitative Methods in Marketing Research
• Structural Equation Modeling and Partial Least Squares Path Modeling
• Corporate Social Responsibility and Brand Management
• E-commerce and Online Consumer Behavior
• Online Banking and Financial Services Marketing

Aldas-Manzano's academic work shows a clear evolution from traditional marketing topics toward digital applications and advanced statistical methodologies. His publications demonstrate expertise in applying sophisticated statistical techniques to understand consumer behavior across various contexts including digital marketing, CSR initiatives, and e-commerce platforms. He has co-authored the book 'Applied Multivariate Data Analysis with R' (Paraninfo, 2017), reflecting his strong foundation in statistical methods for marketing research.

His scientific contributions include numerous awards and recognitions through his publications in international journals. He has presented his research at major conferences including AMA, EMAC, and AMS, showcasing his work to the global academic community.

As an academic advisor, Aldas-Manzano has mentored numerous students and collaborated extensively with colleagues, particularly with E. Bigné, L. Andreu, and R. Currás. His international academic engagement is evidenced by his visiting position at the University of Glasgow in 2011, where he taught seminars on structural equation modeling and related statistical methods.

His research has practical implications for marketers seeking to understand consumer behavior in digital environments, implement effective CSR strategies, and optimize advertising media planning across traditional and emerging channels.