Revista Latina


Elena Olábarri Fernández

Department of Audiovisual Communication and Advertising
School of Social and Communication Sciences
University of the Basque Country / Euskal Herriko Unibertsitatea (UPV/EHU)
Barrio Sarriena, unnumbered. 48940-Campus de Leioa, Bizkaia, Spain.
Phone: (+34) 94 6012405

Elena Olábarri Fernández holds a Bachelor’s degree in Sociology (1980) and a PhD degree in Political Science and Sociology (1989). Chair of the Department of Audiovisual Communication and Advertising (2001). Professor of Psycho-sociology of consumption in the Bachelor's degree programme in Advertising and Public Relations. Professor of “Communication and Advertising: persuasive strategies” in the Bachelor's degree programme in Journalism, Audiovisual Communication and Advertising. Professor of Marketing Communication in the Master’s degree programme in Innovation and Knowledge Management.

Her main lines of research have been: consumer behaviour, particularly the issues related to the decision making processes and addiction; and advertising effectiveness.She has developed several research studies and publications as part of the first research line, individually and in collaboration with J. Luis León and Irene García.

Invited speaker in various conferences, including: the “45th European Conference: Research Quality” (1992) held in Madrid by “The European Association of Market Research, Marketing and Public Opinion”, in which he won European Prize for Best Research Methodology and the Fernanda Monti Award for Best Communication Paper; the ESOMAR World Congress with the paper “Consolidation or Renewal? From Research to Costumer Insight” (2002); the 6th World Leisure Congress (Bilbao 2000).

Her publications include a pioneer book on Consumer behaviour, written in collaboration with J. Luis León (Ediciones Deusto, 1996).

The work developed as part of the research line on advertising effectiveness include research contracts signed with the Basque Government to investigate the tourism advertising campaigns of the Basque Government; journal articles produced in collaboration with M. Angel Quintana, and published in Questiones Publicitarias and Investigación y Marketing; and participation in the International Congress on ”Marketing Trends” (2009-2010 and 2011-2012).
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