Enrique Bigné is Professor of Marketing at the University of Valencia (2001-) and formerly at Jaume I University (1996-2001). He has been a visiting scholar at the University of Maryland, Berkeley Haas School of Business, and the University of Westminster. His main research interests are advertising, tourism, neuromarketing, and virtual reality. His work has been published in Psychology & Marketing, Frontiers in Psychology, International Journal of Advertising, Annals of Tourism Research, Tourism Management, Journal of Business Ethics, Journal of Business Research, and International Journal of Research in Marketing, among others. He has served as Head of Department, Dean, and Vice-Chancellor. He is the Editor-in-Chief of the European Journal of Management & Business Economics. The European Academy of Management and Business Economics edits the journal through Emerald Publishing. He chairs the Neuromarketing in Digital Marketing & Virtual Reality Lab as part of the Research Unit of Digital Marketing and Communications at the University of Valencia, which develops research aligned with the methodological and innovation on Digital Marketing, Consumer Neuroscience, and Virtual Reality in Marketing