Jelena Filipović

Food Awareness and Literacy Among Primary School Children in Serbia: Exploring Gender Differences

Nevena Kulić, Jelena Filipović, Maria Stoicescu, Matthew Gorton

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Food Awareness and Literacy Among Primary School Children in Serbia: Exploring Gender Differences

Nevena Kulić, Jelena Filipović, Maria Stoicescu, Matthew Gorton

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Trust as a Market Mechanism: The Role of Relationship Marketing in Organic Production

Jelena Filipović, Aleksandra Stojanović, Milena Micevski, Ana Bogdanović

The paper examines the role of relationship marketing and trust as key market mechanisms in small-scale organic horticultural systems in Serbia. The aim of the study is to analyse how market relationships evolve in contexts where formal marketing instruments play a minimal …

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Trust as a Market Mechanism: The Role of Relationship Marketing in Organic Production

Jelena Filipović, Aleksandra Stojanović, Milena Micevski, Ana Bogdanović

The paper examines the role of relationship marketing and trust as key market mechanisms in small-scale organic horticultural systems in Serbia. The aim of the study is to analyse how market relationships evolve in contexts where formal marketing instruments play a minimal …

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Children Preferences for Global and Local Brands: An Empirical Study Drawing on Symbolic Self‐Completion Theory

Jelena Filipović, Matthew Gorton, Stefan Marković

ABSTRACT The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self‐identities. Children largely embody insecure identities and, thus, there are …

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The role of online communities in shaping the Society 5.0 paradigm: a social capital perspective

Chiara Ancillai, Sara Bartoloni, Jelena Filipović, Valerio Temperini

Purpose The study’s purpose is to understand how online communities, thanks to their knowledge-sharing potential, can help to achieve the principles of a human-centered society. The social capital theory is applied to understand knowledge contribution and knowledge sharing in online communities. Design/methodology/approach …

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Proceedings of the first International conference on sharing economy and contemporary business models: Theory and practice

Nora N. Ramadan, Mohamed Sobhy Temerak, Jelena Filipović, Milena Micevski

This research paper examines the hospitality industry, which was significantly transformed by the sharing economy, focusing on peer-to-peer accommodation platforms like Airbnb.Through a study involving a focus group of 13 students, we aim to determine the hierarchy of accommodation attributes valued by …

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Examining the Sensemaking Process of Economically Vulnerable Groups in the Sharing Economy Context

Nora N. Ramadan, Mohamed Sobhy Temerak, Jelena Filipović, Milena Micevski

This study aims to integrate the sensemaking literature with the transformative service research to understand the decision-making processes of economically disadvantaged stakeholders in their interactions with ride-sharing companies. Through an exploratory qualitative investigation, based on the analysis of 53 in-depth interviews and …

Understanding Consumers’ Intention to Purchase GI Cheeses Based on the SEM-Logit Model

Dubravka Užar, Jelena Filipović

Abstract This study aimed to investigate determinants of purchase cheeses with GIs in developing country and to analyze to what extent these factors affected individuals’ purchasing intention, because there is a growing interest in geographical indications of origin (GIs) as a tool …

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Determinants of Consumer Purchase Intention Towards Cheeses with Geographical Indication in a Developing Country: Extending the Theory of Planned Behavior

Dubravka Užar, Jelena Filipović

Purpose -The present study attempts to investigate consumer intention to purchase cheeses with Geographical Indication (GI) by employing the Theory of Planned Behavior (TPB).The purpose of this paper is to examine the influence of determinants as hypothesized by the TPBattitudes, perceived behavioral …

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Mirroring digital content marketing framework: capturing providers’ perspectives through stimuli assessment and behavioural engagement response

Jelena Filipović, Maja Arslanagić-Kalajdžić

Purpose This study aims to propose a novel mirroring digital content marketing (MDCM) framework that extends the current consumer-based digital content marketing (DCM) framework to encompass the provider’s perspective. Relying on the stimulus–organism–response theory, the authors posit that content stimuli influence behavioural …

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Social capital theory perspective on the role of academic social networking sites

Jelena Filipović, Maja Arslanagić-Kalajdžić

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