lorena ronda gonzalez

Imagen del investigador lorena ronda gonzalez

  • Area

    Facultad de Ciencias Sociales y Humanas

  • Department

    Social and Human Sciences

  • Email:

    lronda@deusto.es

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Lorena Ronda holds a PhD in Business and Territorial Competitiveness, Innovation and Sustainability (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 an expert 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.

Beliefs, values, and technology: Consumer attitudes toward assisted reproductive technologies in Spain

Ronda González, Lorena

Congress name: Beliefs, values, and technology: Consumer attitudes toward assisted reproductive technologies in Spain / Country: España / Web: https://www.emac2025conference.org/r/default.asp?iId=JJGKLD / Publication name: Beliefs, values, and technology: Consumer attitudes toward assisted reproductive technologies in Spain / Start date: 2025/05/25 / End date: 2025/05/30

The role of emotions in resource emergence: Affectivization acts of sustainable marketplaces

Ronda González, Lorena

Congress name: The role of emotions in resource emergence: Affectivization acts of sustainable marketplaces / City: Cardiff / Country: Reino Unido / Web: https://academyofmarketing.org/am2024-conference/ / Publication name: The role of emotions in resource emergence: Affectivization acts of sustainable marketplaces / Start date: 2024/07/01 / End date: 2024/07/04

Sustainable fashion consumption in Spain: Resolving the attitude-behavior gap

Ronda González, Lorena

Congress name: Sustainable fashion consumption in Spain: Resolving the attitude-behavior gap / Country: España / Web: https://aemarkcongresos.com/congreso2022/es/ / Publication name: Sustainable fashion consumption in Spain: Resolving the attitude-behavior gap / Start date: 2022/09/07 / End date: 2022/09/09

La comunicación institucional como instrumento de legitimación cultural del consumo sostenible

Ronda González, Lorena

Congress name: La comunicación institucional como instrumento de legitimación cultural del consumo sostenible / Country: España / Web: https://comunicacionencrisis.deustokom.news/ / Publication name: La comunicación institucional como instrumento de legitimación cultural del consumo sostenible / Start date: 2021/12/01 / End date: 2021/12/02

La educación superior (ES) en tiempos de Pandemia: percepción de la comunicación integrada de marketing (CIM) desde el punto de vista del alumnado.

Gordon Isasi, Janire; Ronda González, Lorena

Congress name: La educación superior (ES) en tiempos de Pandemia: percepción de la comunicación integrada de marketing (CIM) desde el punto de vista del alumnado. / Country: España / Web: https://bit.ly/3zqRIYO / Publication name: La educación superior (ES) en tiempos de Pandemia: percepción de la comunicación integrada de marketing (CIM) desde el punto de vista del alumnado. / Start date: 2021/07/01 / End date: 2022/07/02

Higher education (HE) in times of pandemic: Perception of Integrated Marketing Communication (IMC) from the student body's perspective

Ronda González, Lorena

Congress name: Higher education (HE) in times of pandemic: Perception of Integrated Marketing Communication (IMC) from the student body's perspective / Country: España / Web: https://imat.esic.edu/ / Publication name: Higher education (HE) in times of pandemic: Perception of Integrated Marketing Communication (IMC) from the student body's perspective / Start date: 2021/06/30 / End date: 2021/07/02

Desarrollo y consecuencias de la identidad organizacional en los y las trabajadoras. El papel del liderazgo y la comunicación

Azanza Martínez De Luco, Garazi; Ronda González, Lorena; Fernández Ortea, Rogelio

Congress name: Desarrollo y consecuencias de la identidad organizacional en los y las trabajadoras. El papel del liderazgo y la comunicación / Country: España / Publication name: Desarrollo y consecuencias de la identidad organizacional en los y las trabajadoras. El papel del liderazgo y la comunicación / Start date: 2019/11/07 / End date: 2019/11/08

Can small traditional businesses build strong employer brands?: A means-ends analysis on talent attraction

Ronda González, Lorena

Congress name: Can small traditional businesses build strong employer brands?: A means-ends analysis on talent attraction / City: Hamburgo / Country: Alemania / Web: https://www.emac-2019.org/ / Publication name: Can small traditional businesses build strong employer brands?: A means-ends analysis on talent attraction / Start date: 2019/05/28 / End date: 2019/05/31

Smart-shelf digital signage

Ronda González, Lorena

Congress name: Smart-shelf digital signage / City: Nueva York / Country: Estados Unidos De America / Web: http://theorypractice.org/ / Publication name: Smart-shelf digital signage / Start date: 2019/05/16 / End date: 2019/05/18

Políticas de Conciliación para la Captación y Retención de Talento

Ronda González, Lorena

Congress name: Políticas de Conciliación para la Captación y Retención de Talento / Country: España / Web: https://www.comillas.edu/en/activities-family/17977-i-jornadas-de-conciliacion-y-corresponsabilidad / Publication name: Políticas de Conciliación para la Captación y Retención de Talento / Date: 2018/10/07

How do employees choose employers?: Building the consideration and non-consideration sets of employer brands

Ronda González, Lorena

Congress name: How do employees choose employers?: Building the consideration and non-consideration sets of employer brands / City: Glasgow / Country: Reino Unido / Web: http://www.emac-2018.org/ / Publication name: How do employees choose employers?: Building the consideration and non-consideration sets of employer brands / Start date: 2018/05/29 / End date: 2018/06/01

Eat, play, love: Building talent attraction from the lens of brand value

Ronda González, Lorena

Congress name: Eat, play, love: Building talent attraction from the lens of brand value / City: Kingston Upon Hull / Country: Reino Unido / Web: https://www.academyofmarketing.org/conference/conference-2017/ / Publication name: Eat, play, love: Building talent attraction from the lens of brand value / Start date: 2017/07/03 / End date: 2017/07/06

Employer brand value: Comprehensive framework and research agenda

Ronda González, Lorena

Congress name: Employer brand value: Comprehensive framework and research agenda / Country: España / Web: http://www.marketing-trends-congress.com/node/3 / Publication name: Employer brand value: Comprehensive framework and research agenda / Start date: 2017/01/26 / End date: 2017/01/28

CSR performance and its influence on employees

Ronda González, Lorena

Congress name: CSR performance and its influence on employees / Country: España / Web: https://www.eben-spain.org/xxiv-congreso-anual-de-eben-espana-2016/ / Publication name: CSR performance and its influence on employees / Start date: 2016/06/09 / End date: 2016/06/10

ACM2023_23 Sustainable e-marketplaces

Ronda González, Lorena

Abstract: Aristos Campus Mundus / Start date: 2023/06/01 / End date: 2024/08/31

Nunca es pronto para prevenir la violencia de género: indentificación y superación de conductas de riesgo en la infancia

García Carrión, Rocío; Allotey, Eugenia; Alvarez Guerrero, Garazi; Atxurra De Blas, Cristina; Estévez Gutiérrez, Ana; Fernández Villardón, Aitana; García Cid, Alba; Goti Elordi, Aitor; Gutiérrez Fernández, Nerea; Higuera Lozano, Irati; Maiztegui Oñate, Concepcion; Ronda González, Lorena; Santiago Garabieta, Maite; Villardón Gallego, Lourdes

Abstract: Ministerio de Ciencia e Innovación / Start date: 2021/06/01 / End date: 2025/05/31

Fronteras de la vida: Cambio social y cambio de valores en torno al principio y fin de la vida

Bartolome Peral, Edurne; Arbiol Oñate, Iñigo; Aurrekoetxea Casaus, Maite; Govillard Garmendia, Leila; Ibarrola Armendariz, Aitor; Ronda González, Lorena

Abstract: Ministerio de Ciencia e Innovación / Start date: 2020/06/01 / End date: 2024/02/29

Acreditación UNIBASQ Profesor de Universidad Privada

Ronda González, Lorena

Start date: 2020/07/16 / End date: 2026/01/16

Acreditación ANECA Profesor de Universidad Privada y Profesor Contratado Doctor

Ronda González, Lorena

Merit type: Mérito De Investigación / Start date: 2021/04/12 / End date: 2026/01/16

Acreditación UNIBASQ Profesor Agregado

Ronda González, Lorena

Merit type: Mérito De Investigación / Start date: 2022/05/17 / End date: 2026/01/16

Acreditación ANECA Profesor Ayudante Doctor

Ronda González, Lorena

Merit type: Mérito Académico / Start date: 2020/04/22 / End date: 2026/01/16

Sexenio de investigación CNEAI 2016-2021

Ronda González, Lorena

Merit type: Mérito De Investigación / Start date: 2022/06/10 / End date: 2026/01/16

Premio extraordinario de doctorado

Ronda González, Lorena

Merit type: Mérito Académico / Date: 2020/01/28

Beca de Movilidad Internacional

Ronda González, Lorena

Merit type: Mérito Académico / Start date: 2017/07/03 / End date: 2019/12/03

Emerald Literati Award for Excellence: Highly Commended Paper Award

Ronda González, Lorena

Merit type: Mérito De Investigación / Date: 2017/06/01