Sunčana Piri Rajh

Sunčana Piri Rajh is a full Professor at the Marketing Department of the Faculty of Economics & Business, University of Zagreb, where she has held a permanent academic appointment. She previously served as head of the Graduate University Study Program in Business Economics (Marketing major) from 2014 to 2023 and as head of the Marketing major within the Integrated Undergraduate and Graduate University Study Program from 2020 to 2023.

Professor Piri Rajh earned her Bachelor's, Master's, and Doctorate degrees in Marketing from the Faculty of Economics, University of Zagreb. In 2007, she completed an advanced education program in didactics, psychology, rhetoric, Croatian language, and informatics to acquire formal teaching competencies for higher education institutions, organized through collaboration between the Faculty of Economics and the Faculty of Humanities and Social Sciences at the University of Zagreb.

Her primary research focuses on consumer behavior, with particular expertise in digital consumer behavior, price management, and value-based pricing. She has conducted extensive research on consumer decision-making styles, digital piracy behavior, and visitor behavior at cultural heritage sites. Her work consistently bridges theoretical marketing frameworks with practical applications in digital environments and tourism contexts, demonstrating exceptional methodological rigor in adapting established frameworks to new domains.

Professor Piri Rajh's publication record shows a clear evolution toward applying consumer behavior theories in digital contexts and cultural heritage tourism. Her recent research demonstrates sophisticated adaptation of the Consumer Styles Inventory framework across diverse contexts, increasingly integrating psychological theories like the Theory of Planned Behavior to understand complex behaviors including digital piracy and heritage site visitation patterns.

Her significant contributions to academic discourse have been recognized through several prestigious awards:

• Dr. Mijo Mirković award (2001) for co-authoring the university textbook 'Marketing'
• Dr. Mijo Mirković award (2008) for the academic paper 'Perceived risk as a determinant of perceived value and purchase intention'
• Fedor Rocco award (2017) for the academic paper 'Organizational buying decision approaches in manufacturing industry: developing measures and typology'

Professor Piri Rajh has made substantial editorial contributions, serving as guest editor for a special issue of Market-Tržište in 2020 and as editor for the International Journal of Multidisciplinarity in Business and Science from 2020 to 2024. She has been an active reviewer for numerous prestigious journals including European Journal of Marketing. Her conference involvement is equally impressive, having chaired the organizing committee for CROMAR 2019 and participated in program committees for multiple international conferences across Europe.