Sunčana Piri Rajh, PhD

Sunčana Piri Rajh, PhD, is a full professor at the Marketing Department of the Faculty of Economics & Business, at the University of Zagreb.
She received her Master’s degree and PhD in Marketing from the University of Zagreb, Croatia.

She teaches various marketing courses at graduate, master's and doctoral levels and acts as a mentor for students at various levels of study. Her research and teaching areas include consumer behavior, digital consumer behavior, price management, value-based pricing. She has authored or co-authored numerous academic papers and several university textbooks. 

Sunčana Piri Rajh received two “Dr. Mijo Mirković” awards (2001 for a university textbook, co-author; 2008 for an academic paper, single author) and a "Fedor Rocco" award (2017, for an academic paper, co-author).

In 2020, Sunčana Piri Rajh was a guest editor for special issue of the Croatian scientific journal Market-Tržište. From 2020 to 2024, she was one of the editors of the International Journal of Multidisciplinarity in Business and Science. She is also a reviewer for a number of journals and scientific conferences. She was a member of the program or organizing committee of several conferences and was chair of the organizing committee of an international scientific conference (CROMAR 2019). 
 
Notable Publications in period 2019-2023

1. Piri Rajh, S., Rajh, E., Horvat, S. (2023). Developing a Typology of Heritage Site Visitors: A Consumer Styles Inventory Approach. Zagreb International Review of Economics & Business. 27(1): 231-251. https://doi.org/10.2478/zireb-2024-0011
2. Piri Rajh, S., Rajh, E., Horvat, S. (2023). Digital Piracy and the Theory of Planned Behavior: Developing Typology of Consumers. Conference Proceedings of the 4th International Conference on the Economics of Decoupling (ICED), Družić, G., Basarac Sertić, M. (editors). Croatian Academy of Sciences and Arts/Faculty of Economics and Business, University of Zagreb (pp. 385-399).
3. Piri Rajh, S. (2023). Obilježja ličnosti kao odrednice stilova odlučivanja o kupnji u kategoriji digitalnih proizvoda. Zbornik Ekonomskog fakulteta u Zagrebu, 21(1): 19-34. https://doi.org/10.22598/zefzg.2023.1.19
4. Piri Rajh, S., Rajh, E. (2023). Adapting consumer style inventory to cultural heritage site visiting context. Poslovna izvrsnost, 17(1): 39-56. https://doi.org/10.22598/pi-be/2023.17.1.39
5. Piri Rajh, S., Rajh, E., Horvat, S. (2022). Extended Model of Intention to Visit Cultural Heritage Site. 11th International Scientific Symposium Region, Entrepreneurship, Development (RED 2022), Leko Šimić, M. (editor). J. J. Strossmayer University of Osijek, Faculty of Economics and Business in Osijek (pp. 659-672).
6. Piri Rajh, S., Rajh, E., Horvat, S. (2022). Theory of Planned Behavior and Psychographics in Digital Piracy. Conference Proceedings of the 3rd International Conference on the Economics of Decoupling (ICED), Družić, G., Dumančić Rogić, L. (editors). Croatian Academy of Sciences and Arts/Faculty of Economics and Business, University of Zagreb (pp. 643-659).
7. Piri Rajh, S. (2022). Consumer Decision-Making Styles in the Digital Product Category. Tržište-Market, 34(2): 191-203. https://doi.org/10.22598/mt/2022.34.2.191
8. Piri Rajh, S., Koledić, I. (2021). Tipologija potrošača s obzirom na njihovu sklonost ostavljanju napojnice u restoranima. Zbornik Ekonomskog fakulteta u Zagrebu, 19(2), 53-70. https://doi.org/10.22598/zefzg.2021.2.53