Johan Anselmsson

Johan Anselmsson


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Personal profile


My PhD-thesis from 2001 was about how to market and manage technology-based self-service for increased quality and customer loyalty. Since 2004 my main area is brand management and how strong brands can create customer loyalty, sales and profit. I mostly do quantitative research and encourage external and international collaborations. I am a membe of Lund Brand Management Group and Lund University was recently ranked as number one on brand management research in the world.


I have extensive experience in teaching in general marketing management, service management, loyalty-based management, brand management, marketing research as well as quantitative research methods.

Professional work

I am director of the Marketing area at LUSEM, which means that I am responsible for managing and enveloping the marketing subject regarding teaching and research. This is a collective effort not possible without the engagement from all the members (from PhD’s to Professors) of the marketing area.  Personally I prioritize practical relevance and collaborations with organisations and enterprises both in teaching and research. Since 1999 I have also been involved in several commercial projects with companies such as Alfa Laval, Axfood, Axis Communication, Ikea, Mercedes Benz, Tetra Pak and so on,

UKÄ subject classification

  • Business Administration


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Collaborations and top research areas from the last five years

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