![](https://neoma-bs.com/sites/default/files/uploaded_images/profs-neoma_0.png)# SARACEVIC Selma

 

 

 
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- SARACEVIC Selma
 
  

 

    ![](/sites/default/files/styles/large/public/uploaded_images/photos_academ/714718-saracevic-selma.jpg?itok=lcE_z_5f)SARACEVIC Selma

 Assistant Professor

  

 <selma.saracevic@neoma-bs.fr> 

 

 

 

 - About
 - Academic publications
 
  

 

    [Marketing](https://neoma-bs.com/departements/marketing) 

    PhD in Economics and Social Sciences 

 

Selma Saracevic is an Assistant Professor of Marketing at Neoma Business School.

She is currently a Postdoctoral Researcher at Copenhagen Business School and holds a PhD in International Marketing Management from WU Vienna.

Her research focuses on social responsibility and service innovation, particularly consumer misbehavior, brand activism, and vulnerability in service contexts.

 

 ###  Areas of research 



- Consumer Behavior
- Global Marketing Strategy
- International Consumer Markets
- Marketing Research
- Responsible Marketing
- Sustainability and Consumer Culture
 
  

 

##   Recent academic contributions  

 SARACEVIC, S., B. B. SCHLEGELMILCH, "From Motivation to Outcome: A Structured Narrative Review of the Literature on Corporate Activism", *Journal of Business Research*, January 2026, vol. 202 

 SARACEVIC, S., B. B. SCHLEGELMILCH, "Activist Brand Perceptions: Conceptualization, Scale Development and Validation.", *Journal of Business Research*, July 2024, vol. 180 

 SARACEVIC, S., T. TONG WU, B. B. SCHLEGELMILCH, "How Normative Appeals Influence Pro- Environmental Behavior: The Role of Individualism and Collectivism", *Journal of Cleaner Production*, April 2022, vol. 344 

 

 

 

##   Publications  

 SARACEVIC, S., B. B. SCHLEGELMILCH, "From Motivation to Outcome: A Structured Narrative Review of the Literature on Corporate Activism", *Journal of Business Research*, January 2026, vol. 202 

 SARACEVIC, S., B. B. SCHLEGELMILCH, "Activist Brand Perceptions: Conceptualization, Scale Development and Validation.", *Journal of Business Research*, July 2024, vol. 180 

 SARACEVIC, S., T. TONG WU, B. B. SCHLEGELMILCH, "How Normative Appeals Influence Pro- Environmental Behavior: The Role of Individualism and Collectivism", *Journal of Cleaner Production*, April 2022, vol. 344 

 KOLBL, Ž., S. SARACEVIC, "Identifikacija porabnikov z blagovno znamko: vloga porabnikove potrebe po edinstvenosti in vloga porabniških stereotipov", *Economic and Business Review*, December 2020, vol. 22, no. 4  DOI : [ 10.15458/2335-4216.1030 ](https://dx.doi.org/10.15458/2335-4216.1030)