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.
BLECIC, A., S. SARACEVIC, M. MICEVSKI, T. SCHAEFERS, A. LINDGREEN, "Stereotypes at the Frontline: Mapping Disability Perceptions to Service Outcomes and Testing Interventions for Equitable Encounters." in Proceedings of the AMA SERVSIG 2026 Conference, Braga, Portugal, June 10-12, 2026
SARACEVIC, S., T. SCHAEFERS, "The Desirability-Opportunism Effect: Consumers’ Bypassing Behavior in On- Demand Product Features." in Proceedings of the American Marketing Association Winter Conference, Madrid, Spain, February 13-15, 2026
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, "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
BLECIC, A., S. SARACEVIC, M. MICEVSKI, T. SCHAEFERS, A. LINDGREEN, "Stereotypes at the Frontline: Mapping Disability Perceptions to Service Outcomes and Testing Interventions for Equitable Encounters." in Proceedings of the AMA SERVSIG 2026 Conference, Braga, Portugal, June 10-12, 2026
SARACEVIC, S., T. SCHAEFERS, "The Desirability-Opportunism Effect: Consumers’ Bypassing Behavior in On- Demand Product Features." in Proceedings of the American Marketing Association Winter Conference, Madrid, Spain, February 13-15, 2026
HUTH, F., S. SARACEVIC, J. KLEIN, T. SCHAEFERS, S. HENKEL, "On-Demand Features – Exploring Customer Perceptions." in Proceedings of the Frontiers in Service Conference, Montreal, Canada, July 16-20, 2025
HUTH, F., S. SARACEVIC, J. KLEIN, T. SCHAEFERS, S. HENKEL, "On-Demand Product Features: How Abstract vs. Concrete Communication Influences Consumer Reactions." in Proceedings of the 19th International Research Symposium on Service Excellence in Management (QUIS19), Rome, Italy, July 3-6, 2025
SARACEVIC, S., T. SCHAEFERS, "“Winter Package on Demand” vs. “Seat Heating on Demand”: How the Level of Construal Influences Consumer Reactions to On-Demand Features." in Proceedings of the Frontiers in Service Conference, Amelia Island, Florida, June 27-30, 2024
SARACEVIC, S., T. SCHAEFERS, "On-Demand Product Features: How Abstract vs. Concrete Communication Influences Consumer Reactions." in Proceedings of the AMA SERVSIG 2024 Conference, Bordeaux, France, June 6-8, 2024
SARACEVIC, S., B. B. SCHLEGELMILCH, "Antecedents, Manifestations, and Outcomes of Corporate Activism: A Systematic Literature Review." in Proceedings of the Global Marketing Conference Academy, Seoul, Republic of Korea, July 20-23, 2023
SARACEVIC, S., B. B. SCHLEGELMILCH, "Moving toward a new Consumer Brand Activism Perception Scale (BAP)." in Proceedings of the Academy of Marketing Science Annual Conference, New Orleans, Louisiana, May 17-19, 2023
SARACEVIC, S., B. B. SCHLEGELMILCH, "How Consumers Perceive Brand Activism: Conceptualizing and Probing the Dimensions of the Construct." in Proceedings of the Australia and New Zealand International Business Academy Conference, Melbourne, Australia, February 15-17, 2023
SCHLEGELMILCH, B. B., S. SARACEVIC, "Corporate Activism in Europe, India and the US: Diagnostic Framework and Future Research Agenda." in Proceedings of the Academy of International Business Conference, Miami, Florida, July 6-9, 2022
SARACEVIC, S., B. B. SCHLEGELMILCH, "Capturing International Consumer Perceptions of Brand Activism: Moving Towards Scale Development." in Proceedings of the AMA Global Marketing SIG Conference, Crete, Greece, May 31-June 2, 2022
SARACEVIC, S., B. B. SCHLEGELMILCH, T. TONG WU, "The Role of Self-Construal Level in the Relationship between Norms and Pro-Environmental Consumer Behavior: A Cross-Country Comparison." in Proceedings of Academy of Marketing Science Annual Conference, Monterey, California, May 25-27, 2022
SARACEVIC, S., B. B. SCHLEGELMILCH, T. TONG WU, "Individualism and Collectivism as Moderators of the Relationship between Norms and Pro-Environmental Consumer Behavior" in Proceedings of the Virtual American Marketing Association Summer Conference, August 4-6, 2021
DIAMANTOPOULOS, A., Z. KOLBL, S. SARACEVIC, "“Blending in vs. Sticking Out?” The Impact of Brand Buyer Stereotypes vs. Consumers' Need for Uniqueness on Consumer-Brand Identification." in Proceedings of the Annual Conference of the European Marketing Academy Conference, Hamburg, Germany, May 28-31, 2019