Clara Gustafsson

Senior Lecturer

Research areas and keywords

UKÄ subject classification

  • Business Administration


  • Marketing, Brand, Consumer Culture, Branding, Sonic Branding, Brand Trust


I am part of the Marketing group at the Department of Business Administration. My current research involves the areas of sonic branding, consumer research, and cultural branding. I have published in Business Ethics: A European Review, Journal of Brand Management, and Advances in Consumer Research. Ongoing projects include papers on sonic branding, brand trust, and frugal consumption. My research interests are mainly in the area of Consumer Culture. Specifically, my doctoral thesis dealt with the topic of Brand Trust, from a combined company and consumer perspective. There, I developed a theory of brand trust as asymmetrical, in the sense that one party risks becoming vulnerable in the trust relationship.


Teaching areas

Marketing, Brands and Branding, Consumer Culture Theory, Consumer Behaviour, Supply Management, Management

Head of Course/Examiner

- Supervisor/Examiner of Marketing theses: BSc level and MSc level

- Head of Course: "Bachelor Thesis in Marketing", 15 ECTS.

- Head of Course: "Undergraduate Course in Marketing", undergraduate level, 6 ECTS.

- Head of Course: "International Business", undergraduate level, 7.5 ECTS (starting fall 17)

- Examiner of Marketing traineeships: "Business Administration: Traineeship", undergraduate level, 15 ECTS.

- Examiner of Programme evaluation exams (Programme graduation requirement from Spring term 2016)

Recent research outputs

Clara Gustafsson, 2019 Oct 10, The Oxford Handbook of Sound & Imagination. Grimshaw, M., Walther-Hansen, M. & Knakkergaard, M. (eds.). Oxford: Oxford University Press, Vol. 1.

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

Clara Gustafsson, 2017, Brand Theories: Perspectives on brands and branding. Bertilsson, J. & Tarnovskaya, V. (eds.). Lund: Studentlitteratur AB, Vol. 1. p. 107-126 20 p.

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

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