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Vatroslav Skare
Trumpas aprašymas (mini CV): 

University of Zagreb, Faculty of Economics & Business

Vatroslav Skare, PhD, is an Assistant Professor at the Marketing Department of the Faculty of Economics & Business, University of Zagreb, Croatia. Fields of his teaching and research interest are digital marketing, product management and services marketing. He regularly visits universities in Slovenia, Austria, Hungary, Romania and Lithuania in a capacity of a visiting professor and guest lecturer. His research is currently focused on location-based mobile marketing, services innovation (e-services), and consumer empowerment. He is one of the technical editors of the scientific marketing journal "Market", active reviewer for several scientific marketing journals, member of the scientific board of marketing conferences, and National representative for Croatia at European Marketing Academy (EMAC). His academic activities also include teaching at executive education programs by using business simulations. As a consultant, he has been involved in marketing projects in different industries, including Tourism, Retail, Publishing & Media, ICT, and Real Estate.

Research areas:

- digital marketing;

- consumer empowerment;

- brand management; 

- country image.

Teaching areas:

- digital marketing;

- services marketing;

- product management.

Publikacijos

Rašković, M., Ding, Z., Škare, V., Ozretić Došen, Đ., Žabkar, V. Comparing consumer innovativeness and ethnocentrism of young-adult consumers

Rašković, M., Ding, Z., Škare, V., Ozretić Došen, Đ., Žabkar, V. (2016) Comparing consumer innovativeness and ethnocentrism of young-adult consumers. Journal of Business Research, 69(9), 3682–3686.

Škare, V., Gospić, D. Dynamic pricing and customers’ perceptions of price fairness in the airline industry

Škare, V., Gospić, D. (2015) Dynamic pricing and customers’ perceptions of price fairness in the airline industry. Tourism, 63(4), 515-528.

Ozretić Došen, Đ., Škare, V., Krupka, Z. Celebrity Endorsement in Brand Management in Croatia

Ozretić Došen, Đ., Škare, V., Krupka, Z., (2011) Celebrity Endorsement in Brand Management in Croatia, In: Marinov, M., Marinova S. (Eds) The Changing Nature of Doing Business in Transition Economies. London: Palgrave Macmillan, 214-224.

Ozretić Došen, Đ., Škare, V., Škare, T. Measuring Health Care Service Quality by Using SERVQUAL

Ozretić Došen, Đ., Škare, V., Škare, T. (2010) Measuring Health Care Service Quality by Using SERVQUAL. Revija za socijalnu politiku, 17(1), 27-44.

Ozretić Došen, Đ., Škare, V., Krupka, Z. Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product

Ozretić Došen, Đ., Škare, V., Krupka, Z. (2007) Assessments of country of origin and brand cues in evaluating a Croatian, western and eastern European food product. Journal of Business Research; 60(2), 130-136.