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Cecilia Cassinger

place branding, brand communication & visual communication

Cecilia Cassinger has a PhD in business administration with a focus on marketing and is senior lecturer in strategic communication. Her research interests lie primarily in the field of place branding and marketing communication. She is also currently involved in a research project on digitalisation and visualisation of services in the sharing economy.


Prior to joining the Department of Strategic Communication in 2013, I worked as a lecturer at Essex Business School (University of Essex, UK) and before that I received my PhD from the Department of Business Administration, Lund School of Economics and Management (Lund University). My doctoral dissertation Retailing retold: Unfolding international retail image construction in everyday practice examined the spatial and temporal situatedness of how consumers construct images of organizations in Sweden and China, using the global retailer IKEA as a case in point. 

Area of research

My research interests primarily lie in the field of brand communication. I am particularly interested in the branding of places and branding in public sector organisations. I work interdisciplinary with overlapping concepts and themes in brand communication, place branding, crisis communication, and visual communication. My focus is on participatory communication processes and how meanings of brands, organisations, and crises are negotiated among publics in time and space. My approach is mainly informed by practice theory, narrative theory, and cultural studies, and underscores the constitutive role of communication. Another related research interest concerns the transformative potential of the mundane (non-strategic!) practices of everyday life, and the conflicts arising when lived experiences and meanings are appropriated for strategic purposes and financially valued (e.g branded). I currently work in an interdisciplinary research project on digitalization and visualization practices on sharing economy platforms. 

Selection of recent projects

  • Place branding
    I have worked with, or am currently working with, the branding of cities, regions, and nations. The studies deal with place branding as an instance of strategic communication and examine place branding strategies by means of cultural and practice-based approaches. The research is predominately conducted in cities and sub-regions located in south Sweden and in the Greater Copenhagen region. More recently, I have conducted research on terror attacks as media events in the cities of Stockholm and Malmö. 
  • Digitalisation and visualisation of guide services in the sharing economy
    This research project examines the process of developing a digital services platform within adventure tourism and how experiences and offers are communicated and visualized. The project is funded by the R&D Fund of the Swedish Tourism & Hospitality Industry and conducted together with Mia Larson at the Department of Service Management, Lund University. More infromation about the project.
  • Witnessing, digital technology, and crisis communication 
    This project is informed by visual communication and practice theory in examining the implications of everyday smartphone photographic practice for reputation management and crisis communication.


At present I am involved in undergraduate and postgraduate teaching within the following subject areas: qualitative methods, digital marketing communication, brand communication. I also supervise undergraduate and postgraduate theses. Since 2016, I am director of our undergraduate programs, BSc in Strategic communication and BSc in Strategic communication and digital media. 


  • I have a long-standing interest in modern Chinese (Mandarin) language. Between 1997 and 2002 I studied Mandarin Chinese at Lund University. I conducted fieldwork for my doctoral theses in Shanghai and have also taught at the Nordic Centre in Shanghai
  • Postgraduate Certificate in Higher Education and Associate status with the Higher Education Academy, UK, since 2011. 
  • Doctoral dissertation earned a distinguished paper award in the EDAMBA doctoral thesis competition, 2011. 


Hämtat ur Lunds universitets publikationsdatabas



Hämtat ur Lunds universitets publikationsdatabas


Hämtat ur Lunds universitets publikationsdatabas

E-post: cecilia [dot] cassinger [at] isk [dot] lu [dot] se

Institutionen för strategisk kommunikation
Lunds Universitet | Campus Helsingborg
Besök: Universitetsplatsen 2 Helsingborg
Postadress: Box 882, 251 08 Helsingborg
 042-35 65 95
E-post: info [at] isk [dot] lu [dot] se

Samhällsvetenskapliga fakulteten | Campus Helsingborg