Aleksandar Blečić joined Copenhagen Business School in January 2025 as part of the research project “Buying from a Foreigner: The Role of Stereotypes in Inter-Cultural Sales Encounters.” This project explores the inclusion and exclusion of immigrants from multiple perspectives, including those of immigrants, employers, and employees. Prior to joining Copenhagen Business School, Aleksandar was a Research Associate at the Chair of Marketing & Innovation at the University of Mannheim, Germany, where he also earned his PhD in Business Administration. As a Research Associate, he contributed to various marketing courses, including Digital Marketing Strategy,Theory Development and Model Building, and Research Seminar. He also supervised over 30 bachelor’s, seminar, and master’s theses.
Aleksandar's primary research interest is in consumer behavior. His doctoral dissertation investigates how the timing and valence of customer expectations and experiences shape subsequent perceptions and behavioral intentions. He is also interested in sustainable consumption, exploring how stereotypes related to political ideology influence sustainable product choices and how AI nudges can promote societal benefits.
One of Aleksandar's dissertation projects, “Which Moments Matter Most? Investigating Boundary Conditions of the Effect of Specific Moments on Overall Evaluations of Customer Experiences,” was published in the Journal of Consumer Behaviour. He has presented his research at leading marketing conferences, including the Association for Consumer Research, American Marketing Association, and European Academy of Marketing. Additionally, Aleksandar serves as an ad-hoc reviewer for the Journal of Consumer Behaviour.
