Redondo Bellón, Ignacio
Full Professor- Office:
- Módulo 16 - Despacho 314
- Email:
- ignacio.redondo@uam.es
- Phone:
- (34) 91 497 86 26
- Fax:
- (34) 91 497 87 25
Resume CVHe holds a PhD in Economics and Business (1995) from the Universidad Autónoma de Madrid. Profesor Titular (Associate Professor) at the UAM since 2000, he has taught a variety of general courses in marketing and specialized courses in advertising at both undergraduate and graduate level. He served as visiting professor at Columbia Business School (New York) in 2005.
He is author of Marketing en el cine, one of a series of monographs on sector-specific marketing published simultaneously by Pirámide and ESIC. He is also head of a research group on entertainment marketing that has made significant academic and professional contributions on product placement and the promotion of audiovisual products.
With Gerard J. Tellis, Redondo Bellón co-authored Estrategias de publicidad y promoción, published by Prentice-Hall. This textbook is being used in courses at numerous universities. An expert in advertising planning, Redondo Bellón has performed research to help the media agency Zenith Media improve prediction of its television advertising campaigns.
He has authored numerous articles published in both academic journals (e.g., International Journal of Advertising, European Journal of Marketing, Revista Española de Investigación de Marketing) and professional journals (e.g., Marketing and Research Today, IPMARK, MK+Ventas). He has also presented his research at academic congresses (organized by EMAC and AEMARK) and professional meetings (e.g., AEDEMO, Club de Dirigentes de Marketing de Madrid).
Areas of experience- Entertainment marketing
- Product placement
- Advertising planning
- Redondo I., & Serrano D. (2024). Authorized and unauthorized consumption of SVOD content: Modeling determinants of demand and measuring effects of enforcing access control. Journal of Theoretical and Applied Electronic Commerce Research, 19(1), 467–485.
- Redondo, I., & Serrano, D. (2023). Giants with Feet of Clay? An Inquiry into User Payment Patterns for Subscription Video-on-Demand Services. Administrative Sciences, 13(5), 122.
- Redondo, I., & Aznar, G. (2023). Whitelist or leave our website! Advances in the understanding of user response to anti-ad-blockers. Informatics, 10(1):30.
- Redondo, I., & Aznar, G. (2021). Responses to anti-adblock filters: theoretical foundations, influential factors, and managerial implications. Journal of Business Economics and Management, 22(1), 42–60.
- Redondo, I., & Bernal, J. (2020). How in-film product placement stimulates fast food consumption in developing countries, Interciencia, 45(1), 28–35.
- Redondo, I., & Aznar, G. (2018). To use or not to use ad blockers? The roles of knowledge of ad blockers and attitude toward online advertising, Telematics and Informatics, 35, 1607–1616.
- Redondo, I., Russell, C.A., & Bernal, J. (2018). To brand or not to brand a product placement? Evidence from a field study of two influence mechanisms of positive portrayals of alcohol in film, Drug and Alcohol Review, 37, S366–S374.
- Redondo, I.,& Puelles, M. (2017). The connection between environmental attitude-behavior gap and other individual inconsistencies: A call for strengthening self-control, International Research in Geographical and Environmental Education, 26, 107–120.
- Redondo, I., & Bernal, J. (2016). Product placement vs. conventional advertising: The impact on brand choice of integrating promotional stimuli into movies. Journal of Promotion Management, 22, 773–791.
- Redondo, I. (2015). Assessing the risks associated with online lottery and casino gambling: A comparative analysis of players’ individual characteristics and types of gambling. International Journal of Mental Health and Addiction, 13, 584–596.
- Redondo, I. & Charron, J.-P. (2013). The payment dilemma in movie and music downloads: An explanation through cognitive dissonance theory, Computers in Human Behavior, 29, 2037–2046.
- Redondo, I. (2012). The behavioral effects of negative product placements in movies, Psychology and Marketing, 29, 622–635.
- Redondo, I. (2012). The effectiveness of casual advergames on adolescents’ brand attitudes, European Journal of Marketing, 46, 1671-1688.
- Redondo, I. (2012). Assessing the appropriateness of movies as vehicles for promoting tourist destinations, Journal of Travel & Tourism Marketing, 29, 714–729.
- Redondo, I. & Holbrook, M. B. (2010). Modeling the appeal of movie features to demographic segments of theatrical demand, Journal of Cultural Economics, 34, 299–315.
- Redondo, I. & Holbrook, M. (2008). Illustrating a systematic approach to selecting motion pictures for product placements and tie-ins, International Journal of Advertising, 27, 691–714.
All his publications are listed on Google Scholar, Scopus, and Dialnet,
