Prof. Ivana First Komen

Ivana First Komen is a profesor of marketing at University of Rijeka, Faculty of Economics and Business. Her research interest evolves around consumer perception of various marketing stimuli such as claims (natural, traditional) and labels (organic, PDO) on food product packageing, need-based photo stimuli on promotional posters, various trust enhancing features on a web page, music in servicescape and a like. She uses various research methods to understand consumer perceptions and purchase intentions, often focusing on experimental design. She participated in several research projects in the field of marketing and currently leads a research project “The importance of brand creation for products based on natural and traditional resources“ funded by the University of Rijeka. She teaches several courses in Marketing including Strategic marketing management, Brand management, and Digital marketing.