Education
- 2022 : Ph.D. in Marketing, School of Economics and Business University of Ljubljana, Slovenia
- 2017 : MSc, School of Economics and Business University of Ljubljana, Slovenia
- 2012 : BSc, School of Economics and Business University of Ljubljana, Slovenia
Professional Experiences
Academic Experience
- 2023 - present, Assistant Professor, IÉSEG School of Management, , France
- 2023 - 2023, Assistant Professor, School of Economics and Business University of Ljubljana, Ljubljana, Slovenia
- 2018 - 2023, Research assistant, School of Economics and Business University of Ljubljana, Ljubljana, Slovenia
Scientific prizes and Awards
Awards
- 2024 : Dr. Ana Mayer Kansky Award for the best social science PhD thesis, University of Ljubljana
- 2023 : Research achivement for the paper titled "The interplay of brand, brand origin and brand user stereotypes in forming value perceptions", School of Economics and Business University of Ljubljana
- 2022 : Best paper in track Branding and Product Development track at Winter AMA conference in Las Vegas, School of Economics and Business University of Ljubljana
- 2022 : Best conference paper at Winter AMA conference in Las Vegas, School of Economics and Business University of Ljubljana
- 2021 : Best conference paper award at ICORIA 2021 Conference, School of Economics and Business University of Ljubljana
- 2020 : Best paper in track Strategic Branding and Brand Management at Winter AMA conference in San Diego, School of Economics and Business University of Ljubljana
Honors
- 2023 : Recognition for PhD thesis from Krka d.d.,, School of Economics and Business University of Ljubljana
Published Papers in Refereed Journals
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GIDAKOVIC P., Kolar T., Culiberg B., (2024). “Airbnb Be Like…”: Examining the Impact of Memetic Doppelgängers on Meme Virality and Brand Image, Journal of Travel Research, - (-) -.
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Gidakovic P., Zabkar V., Zečević M., Sagan A., Wojnarowska M., Sołtysik M., Arslanagic-Kalajdzic M., Dlacic J., Askegaard S., Cleff T., (2024). Trying to buy more sustainable products: Intentions of young consumers, Journal of Cleaner Production, 434 (1) 140200.
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Culiberg B., Čater B., Abosag I., Gidakovic P., (2023). Ethical judgments in the sharing economy: When consumers misbehave, providers complain, Business Ethics, the Environment and Responsibility, 32 (2) 517-531.
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Gidakovic P., Kos Koklič M., Zečević M., Zabkar V., (2022). The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes, Journal of Brand Management, 29 (3) 556–568.
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Gidakovic P., Zabkar V., (2022). The formation of consumers' warmth and competence impressions of corporate brands: The role of corporate associations, European Management Review, 19 (4) 639-653.
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Gidakovic P., Zečević M., Zabkar V., Kos Koklič M., (2022). Consumer Confusion Caused by Nutrition Apps in Product Healthiness Evaluation, Economic and Business Review, 24 (2) 101-110.
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Szőcs I., Gidakovic P., Diamantopoulos A., Florack A., Egger M., Zabkar V., (2021). The Interplay of Brand, Brand Origin and Brand User Stereotypes in Forming Value Perceptions, British Journal of Management, 33 (4) 1924-1949.
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GIDAKOVIC P., Zabkar V., (2021). How industry and occupational stereotypes shape consumers' trust, value and loyalty judgments concerning service brands, Journal of Service Management (formerly IJSIM), 32 (6) 92-113.
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GIDAKOVIC P., Zečević M., Mijatović D., Kos Koklič M., Zabkar V., (2021). User Perspectives of Diet-Tracking Apps: Reviews Content Analysis and Topic Modeling, Journal of Medical Internet Research, 23 (4) e25160.
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GIDAKOVIC P., Čater B., (2021). Perceived justice and service recovery satisfaction in a post-transition economy, Journal of East European Management Studies, 26 (1) 10-43.
Book Chapters
- Culiberg B., Kos Koklič M., Zečević M., Gidakovic P., Zabkar V., (2024), Debunking Greenwashing: Investigating the Individual Drivers of Perceived Greenwashing and Negative Word-Of-Mouth, in: Advances in Advertising Research XIV.
Peer Review Proceedings
- GIDAKOVIC P., Kos Koklič M., Zečević M., Zabkar V., (2022), ABC of Consumer Stereotypes About Brands: the Role of Brand Agency and Brand ConservativeProgressive Beliefs in Shaping Brand Communion, in: 2022 AMA Winter Academic Conference Reconnecting and Reconceiving the Marketplace American Marketing Association, pp.126.
- GIDAKOVIC P., Kos Koklič M., Zečević M., Zabkar V., (2022), Driving Brand Communion through Brand Agency and Brand Conservative-Progressive Beliefs: The ABC Model of Consumer Stereotypes about Brands, in: Proceedings of the European Marketing Academy European Marketing Academy (EMAC), pp..
- Zečević M., GIDAKOVIC P., Kos Koklič M., Zabkar V., (2022), Consumer Perspective for the Dynamic Process Model of Long-Term Corporate Survival: From Perceived Ethicality to Brands that Consumers Trust and Identify With, in: 2022 AMA Winter Academic Conference Reconnecting and Reconceiving the Marketplace American Marketing Association, pp.902.
- Culiberg B., Kos Koklič M., GIDAKOVIC P., (2022), The role of preference for moderation and de-ownership orientation in explaining the usage of sharing economy services, in: Proceedings of the European Marketing Academy European Marketing Academy (EMAC), pp..
- Gidakovic P., Zabkar V., (2020), Indeed, Consumers’ Impressions of Firm’s Warmth and Competence Matter! But How Do They Come About?, in: AMA Winter Academic Conference 2020 American Marketing Association, pp.437-438.
- GIDAKOVIC P., Zabkar V., (2019), Examining positive, negative and ambivalent behavioral consequences of brand stereotypes, in: 2019 AMA Summer Academic Conference American Marketing Association, pp.290.
- GIDAKOVIC P., Zabkar V., (2019), Confiding in able brands with good intentions: how brand stereotypes affect brand trust, in: Proceedings of the European Marketing Academy European Marketing Academy (EMAC), pp..
- Gidakovic P., Zabkar V., (2019), Advancing behavioral aspects of brands as intentional agents framework, in: 41st Annual INFORMS Marketing Science Conference INFORMS Society for Marketing Science, pp.152.
Teaching
Grande Ecole (Bachelor cycle) :
