Lucija Mihotić is a Research and Teaching Associate (PhD) at the Department of Marketing, Faculty of Economics and Business, University of Zagreb. Born in Zagreb, she earned her BSc in Business Economics and MSc in Marketing (magna cum laude) at FEB Zagreb, receiving the Dean's Award for her master's thesis on bank brand personality. She holds a PhD in Social and Economic Sciences (Dr. rer. soc. oec., with distinction, 2025) from Vienna University of Economics and Business (WU Wien), with doctoral research visits at the Sauder School of Business (UBC, Vancouver) and, following her PhD, at Paris School of Business. Before joining FEB Zagreb, she worked in Vienna in international tax consulting at PwC Austria, global mobility consulting, and business development. She teaches Principles of Marketing, Marketing Management, and Business-to-Business Marketing, and is a guest lecturer at OTH Amberg-Weiden, Germany.