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

 

 

 
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	 - [Accueil](https://neoma-bs.fr/)
- SARACEVIC Selma
 
  

 

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

 Professeur assistant

  

 <selma.saracevic@neoma-bs.fr> 

 

 

 

 - À propos
 - Publications académiques
 
  

 

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

    PhD in Economics and Social Sciences 

 

Selma Saracevic est Professeur Assistant au sein du département Marketing de NEOMA Business School.

Elle est actuellement chercheuse postdoctorale à la Copenhagen Business School et est titulaire d'un Ph.D. en International Marketing Management de WU Vienna.

Ses recherches portent sur la responsabilité sociale et l'innovation dans les services, en particulier les comportements déviants des consommateurs, l'activisme des marques et la vulnérabilité dans les contextes de service.

 

 ###  Domaines de recherche 



- Comportement des consommateurs
- Stratégie marketing mondiale
- Marchés internationaux de consommation
- Etude de marché
- Marketing responsable
- Durabilité et culture de consommation
 
  

 

##   Récentes contributions académiques  

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

 SARACEVIC, S., B. B. SCHLEGELMILCH, "Activist Brand Perceptions: Conceptualization, Scale Development and Validation.", *Journal of Business Research*, Juillet 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*, Avril 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*, Janvier 2026, vol. 202 

 SARACEVIC, S., B. B. SCHLEGELMILCH, "Activist Brand Perceptions: Conceptualization, Scale Development and Validation.", *Journal of Business Research*, Juillet 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*, Avril 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*, Décembre 2020, vol. 22, no. 4  DOI : [ 10.15458/2335-4216.1030 ](https://dx.doi.org/10.15458/2335-4216.1030)