Cecilia Cassinger

Senior Lecturer

Research areas and keywords


  • Place branding, storytelling, digital media, visual communication, collaborative forms of value creation


My research interests lie in the field of marketing communications. I am particularly interested in how everyday life is strategically organised by marketing communication practices, and the tensions that arise when economic interest and lived experience coalesce. My doctoral thesis Retailing retold: Unfolding international retail image construction in everyday practice (2010) looked at the construction of retail image from an audience perspective in China and Sweden using a storytelling approach. The thesis introduces spatial storytelling as a method to capture how images of places are created in the tension between consumption practice and marketing strategy. More recently, I have explored the blurred boundaries of economic interest and everyday life through issues of personal branding and marketized forms of self-realisation in relation to working conditions in late modern society. I am currently involved in several research projects concerning amongst other tensions between corporate control and consumer autonomy at co-creation platforms, and tensions between city branding and citizenship.

Prior to joining the Department of Strategic Communication in 2013, I worked as a lecturer at Essex Business School, University of Essex, and before that I wrote my PhD in marketing at the Department of Business Administration, Lund University


I am currently involved in undergraduate and postgraduate teaching within the following subject areas: qualitative methods, marketing communication and planning, brand management, digital media, and retail.

Recent research outputs

Cecilia Cassinger 2018 Apr 5

Research output: Contribution to conferenceAbstract

Choi Johansson, L. & Cecilia Cassinger 2018 Mar (Accepted/In press) Taste, Consumption and Markets. Arsel, Z. & Bean, J. (eds.). New York: Routledge

Research output: Chapter in Book/Report/Conference proceedingBook chapter

View All (36)