lorena ronda gonzalez

Lorena Ronda holds a PhD in Economics and Business Administration (Extraordinary Doctorate Award, International Mention) from Universidad Pontificia Comillas (ICADE), Madrid, and is accredited as a Associate Professor (Profesora Titular de Universidad) by the National Agency for Quality Assessment and Accreditation (ANECA). She is currently an Associate Professor at the University of Deusto, Faculty of Social and Human Sciences, where she teaches the following courses in English: Business Statistics and Marketing Research, Marketing Management, and Consumer Behaviour. In addition, she is the programme director of the Bachelor’s Degree in Modern Languages and Management and of the dual programme combining a Bachelor’s Degree with the proprietary degree Management, Languages and International Trade. Her research and academic contributions focus on behavioural economics, consumer behaviour and psychology, decision-making, and sustainable consumption. She is a member of the Communication Research Group at the University of Deusto; the Business, Economics and Sustainability Research Group (E-SOST) at Universidad Pontificia Comillas; and the Smart Consumption Ecosystems Research Group (ECOIN) at Universidad Complutense de Madrid. She has published in journals such as Sustainable Production and Consumption, Journal of Macromarketing, Journal of Small Business Management, and Journal of Retail and Distribution Management. She has been awarded one officially recognised six-year research period (sexenio) corresponding to 2016–2021. Prior to joining the University of Deusto, she was a Marketing and Consumer Behaviour Lecturer at Universidad Pontificia Comillas (ICADE), Madrid. She also spent seven years working in marketing management and business development in multinational companies, including L’Oréal, Ashurst LLP, and Warner Bros.

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