SARACEVIC Selma
PhD in Economics and Social Sciences
Selma Saracevic is an Assistant Professor of Marketing at NEOMA Business School.
She holds a PhD in Economics and Social Sciences from WU Vienna University of Economics and Business. Prior to joining NEOMA, she was a Postdoctoral Researcher in the Department of Marketing at Copenhagen Business School and an External Lecturer at WU Vienna. Before entering academia, she gained industry experience in sales and marketing at La Prairie and Generali.
Her research examines consumer behavior at the intersection of social responsibility and service innovation, with a particular focus on consumer misbehavior, brand activism, and vulnerability in service contexts.
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
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