Tihomir Vranešević

Tihomir Vranešević, PhD, is a faculty member at the Faculty of Economics & Business - Zagreb (FEB) within the Marketing Faculty. His research focuses on brand management, social media marketing, consumer behavior, and digital marketing strategies.

• Key Research Areas: Brand origin effects, social media advertising metrics, customer loyalty models, and cross-cultural brand perception.

Recent Article Trends: His 2024-2022 publications analyze Generation Z's brand preferences, reverse country-of-origin effects, CRM effectiveness, and challenges in social media advertising. Earlier works explore nation branding, private label strategies, and consumer value perception.

Academic Contributions: He has published extensively in Croatian and international contexts, comparing consumer attitudes in Eastern Europe and investigating digital adaptation of brands.