Petar GIDAKOVIC

Petar GIDAKOVIC is an Assistant Professor at IÉSEG School of Management in France since 2023, specializing in Marketing with a focus on consumer behavior, brand management, and sustainability. He holds a Ph.D. in Marketing (2022) from the University of Ljubljana, Slovenia, alongside MSc and BSc degrees in Economics and Business from the same institution.

His research explores brand perception dynamics, ethical consumerism, and digital marketing strategies. Notable studies include analyzing memetic marketing impacts, sustainable consumption intentions among youth, and ethical judgments in sharing economies. His work frequently addresses brand stereotypes, consumer trust, and the role of digital tools in health-related decision-making.

Awarded the Dr. Ana Mayer Kansky Award (2024) for his PhD thesis and multiple best paper awards at AMA conferences, GIDAKOVIC's research appears in journals like Journal of Travel Research and Journal of Cleaner Production. He also contributes to academic conferences and book chapters on topics such as greenwashing, brand agency perceptions, and long-term corporate survival strategies.

Teaching focuses on market research methods at the undergraduate level. His research collaborations span institutions across Europe, emphasizing interdisciplinary approaches to marketing challenges in evolving economic and social landscapes.