Johan Anselmsson


Research areas and keywords

UKÄ subject classification

  • Business Administration


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,

Recent research outputs

Johan Anselmsson, 2021 Jun 18, 20 p. (Digital Competences of Swedish Brands. Working report series Publisher name: Lund University, ; no. Number: 2021:3).

Research output: Working paper

Johan Anselmsson, 2021 May 24, (Digital Competences of Swedish Brands. Working report series; no. 2021:2).

Research output: Working paper

Johan Anselmsson & Burak Tunca, 2021 May 10, Lund: Ekonomihögskolan, Lunds Universitet, 7 p. (Digital Competences of Swedish Brands. Working report series; no. 2021:1).

Research output: Working paper

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