Cecilia Cassinger

Senior Lecturer, PhD

Research areas and keywords

UKÄ subject classification

  • Social Sciences


  • Place Branding, Brand communication, Visual communication, Sustainability, Activism


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. 

In 2011, I received postgraduate certificate in higher education and associate status with the Higher Education Academy, UK.


My research interests primarily lie in the field of marketing communication. I have a background in consumer research and marketing and wrote my PhD thesis on consumers’ image making of the retailer IKEA. Since then I have slightly shifted focus to the branding of places and 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 three interdisciplinary research projects that deals with potentials and challenges of the sharing economy for cities (financed by Plattformen, Helsingborg stad) and how to create sustainable urban destinations (financed by the R&D Fund of the Swedish Tourism & Hospitality Industry and Formas).  

Selection of recent/ongoing research projects

  • Place brand communication
    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. I am currently involved in two research projects on the role of place brand communication for creating ecological and socially sustainable urban destinations. The first project concerns strategic communication and experiences of safety in urban destinations. The second project concerns how place brand communication may mitigate anti-tourist sentiments and tourismphobia among local residents and activists in the age of overtourism. 
  • Digitalisation and visualisation of guide services in the sharing economy This research project follows the process of developing a digital platform for sharing services within adventure tourism over time. The project is funded by the R&D Fund of the Swedish Tourism & Hospitality Industry (BFUF) and conducted together with Mia Larson at the Department of Service Management, Lund University.
  • Implications of visual social media for image and crisis communication management The project is ongoing and conducted together with Åsa Thelander (Dept. of strategic communication, Lund University). Informed by visual communication and culture, we examine implications of the circulation and strategic use of visuals in social media (particularly Instagram) for image management and crisis communication. 

Recent research outputs

Cecilia Cassinger, Andrea Lucarelli & Gyimothy, S., 2019, (Accepted/In press) Edward Elgar Publishing.

Research output: Book/ReportAnthology (editor)

Cecilia Cassinger, Andrea Lucarelli & Gyimothy, S., 2018 Dec 7.

Research output: Contribution to conferenceAbstract

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