• Dr. Giampaolo Viglia

Dr. Giampaolo Viglia
IQS School of Management
Universitat Ramon Llull
Vía Augusta, 390,
08017 Barcelona
Tel.: +34 93 267 20 00
Fax: +34 93 205 62 66  


PhD in Marketing (Universitat Pompeu Fabra, 2015)

Ph.D. in Business and Management (University of Torino, Italy, 2012)

Master of Science in Management (Pompeu Fabra University, 2011)

Degree in Business Administration (University of Eastern Piedmont, Novara, Italy, 2006)

Visiting Professor (IQS School of Management 2014-)

Reader in Marketing and Research Lead, Department of Marketing, University of Portsmouth, UK (2016-)

Senior Lecturer in Hospitality and Management, University of Bournemouth, UK (2014-2016)

Experience in consultancy and knowledge transfer projects. Working with Holiday Inn and Fresh Relevance, a company operating in Artificial Intelligence and Machine Learning for improving the customer experience.



International Marketing Strategy (MIMDE)


research lines

Consumer decision making


Service research


representative publications

Refereed journal articles

Viglia, G., Pera, R., & Bigné, E. (2018). The determinants of stakeholder engagement in digital platforms. Journal of Business Research89, 404-410.

Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services41, 161-168.

Matute, J., Palau-Saumell, R., & Viglia, G. (2018). Beyond chemistry. The role of employee emotional competence in personalized services. Journal of Services Marketing, 32 (3), 346-359.

Abrate, G., & Viglia, G. (2017). Personal or product reputation? Optimizing revenues in the sharing economy. Journal of Travel Research, 0047287517741998.

Pera, R., & Viglia, G. (2016). Exploring how video digital storytelling builds relationship experiences. Psychology & Marketing33(12), 1142-1150.

Abrate, G., & Viglia, G. (2016). Strategic and tactical price decisions in hotel revenue management. Tourism Management, 55, 123-132.

Pera, R., Viglia, G., & Furlan, R. (2016). Who am I? How compelling self-storytelling builds a digital personal reputation. Journal of Interactive Marketing, 35, 44-55.

Pera, R., & Viglia, G. (2015). Turning ideas into products: subjective well-being in co-creation. The Services Industrial Journal, 35(7/8), 388-402.

Viglia, G., & Abrate, G. (2014). How social comparison influences reference price formation in a service context. Journal of Economic Psychology, 45, 168-180.