Ivana First Komen

Ivana First Komen is a Full Professor in the Department of Marketing at the School of Economics and Business, University of Rijeka, Croatia. She specializes in strategic marketing, brand management, and international market dynamics, with a focus on co-creation of value, brand identity, and digital transformation in marketing practices.

• Teaches courses on Brand Management, International Marketing, Strategic Marketing Management, and Digital Marketing.
• Her research explores brand equity measurement, emotional branding, market segmentation, and strategic decision-making in competitive environments.
• She integrates advanced research methods like structural equation modeling, multi-criteria analysis, and neural networks into her teaching and publications.
• Active in EU market studies, emphasizing cultural determinants, ethical marketing, and globalization strategies.