As an Assistant Professor since 1993, tenured Professor since 2000, and Full Professor since 2021, he has taught various marketing subjects and specialized in marketing communication strategies and public opinion research. He is the author of a monograph on film marketing and co-author of a textbook on advertising and sales promotion strategies.
In terms of research, he has published numerous articles in internationally recognized journals. The main topics of his research have been the effectiveness of product placement, individual predictors of consumption, digital piracy, audience responses to online advertising, and the audiovisual content market on the internet.
He leads a research group on Entertainment Marketing that has made significant contributions related to the promotion and influence of audiovisual content in society. Currently, his main research focus is on addiction prevention through audiovisual content, particularly among the most vulnerable population groups and through digital media.
Areas of experience
- Entertainment marketing
- Addiction prevention
- Marketing communication strategies
- Public opinion research
- Redondo I., & Serrano D. (2025). Incentivizing video-on-demand subscription intention through tiered discounts and anti-piracy messages. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 9.
- 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,
