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Cecilia Cassinger

Ansvarig för kandidatprogrammen


My background is in the field of business administration and marketing. 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 wrote my PhD in international retail and consumer marketing at the Department of Business Administration, Lund University. My doctoral thesis Retailing retold: Unfolding international retail image construction in everyday practice (2010) examines how consumers in China and Sweden construct the image of the international retailer IKEA. The thesis introduced spatial storytelling as a method to capture how images of organisations are created in the junction of everyday practice and marketing communication.

Current research

My research interests lie primarily in the field of marketing and brand communication. I am particularly interested in participatory communication processes, involving different actors, and negotiations of the meanings of crises, organisations, brands, etc.  Another related research interest concern the transformative potential of the mundane (non-strategic!) practices in everyday life, and the conflicts that may arise when lived experiences and meanings are appropriated and valued in economic terms.

I currently work on, what can be described as, three separate, though related, research projects. The overriding objective of the projects is to improve our understanding of the conditions and practices of participatory communication processes on digital platforms and in the promotion of places. Each project is described in more detail, below.

1) Place branding. The first project includes several studies on the branding of cities, regions, and nations in collaboration with different colleagues. The studies deal with place branding as an instance of strategic communication and examines place branding strategies by means of cultural and practice based approaches. The research is predominately conducted in cities and sub-regions located in the Oresund region in southern Sweden.

2) Digitalisation and visualisation of guide services in a sharing economy. The second project examines the process of developing a digital services platform within adventure tourism and how experiences and offers are visualised. Digital and visual communication is central to the rapidly growing sharing economy, which is built on peer-to-peer exchange on predominately digital platforms. The project contributes with new knowledge on digitalisation and visualisation in the tourism industry. This type of knowledge can increase the understanding of how visualisation on digital platforms can prepare, mediate and deepen visitors’ experiences. In addition, it provides insight into the implications of such digital platforms for existing business models. The project is funded by BFUF and carried out in collaboration with Mia Larson at the Department of Service Management, Lund University.

3) Smartphone photography, reputation, and crisis. The third project examines the role of smartphone photographic practice in reputation management and crisis communication. The results of this study will help us to understand how the ubiquity of images in social media platforms impact the reputation of the organisation and how such images can be effectively responded to in times of crisis. The project is partly funded by the Crafoord foundation and is carried out in collaboration with Åsa Thelander at the Department of Strategic Communication, Lund University.


I am the director of the department’s bachelor programs strategic communication and strategic communication and digital media. At present I am involved in undergraduate and postgraduate teaching within the following subject areas: qualitative methods, the rhetoric of economics, digital communication, brand communication. I also supervise undergraduate and postgraduate theses on various topics. I continuously improve my pedagogical skills; together with a colleague I recently received faculty funding for conducting pedagogical research on how social media may influence collaborative learning.


Hämtat ur Lunds universitets publikationsdatabas


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