Clarinda Sousa Jansberg
Associate professorI am an associate professor in marketing at the School of Business and Economics, Linnaeus University, Sweden. I hold a PhD in business studies with a specialisation in marketing and strategy from the University of Porto, Portugal. In addition to my academic role, I serve as the programme director of the Executive MBA at the School of Business and Economics.
PHD SUPERVISION
I am deeply committed to PhD supervision and doctoral education. I am currently a research affiliate at the Prague University of Economics and Business (Triple Crown accreditation), where I supervise doctoral students. I have also been a member of PhD examining committees at Jönköping University (Sweden), University of Porto (Portugal), and Prague University of Economics and Business (Czech Republic). I also conducted several doctoral workshops and offered guidance to PhD candidates as a visiting scholar.
I welcome enquiries from prospective doctoral candidates and postdoctoral researchers seeking supervision or co-supervision in my areas of expertise. Applicants are encouraged to submit a brief proposal outlining their intended research topic, methodological approach, and anticipated timeline.
RESEARCH, SOCIETAL IMPACT, AND BUSINESS CONSULTANCY
I am very passionate about research that drives meaningful societal impact and supports organisations in addressing complex managerial problems. Currently, I serve as the principal investigator for multiple action research projects with Swedish SMEs focused on digital and sustainable transformation. Prior to entering academia, I have held various leadership positions in the industry as head of marketing and sales, brand manager, trade marketing manager and international marketing consultant.
I have extensive research and business expertise in consumer–brand relationships, brand equity and brand experiences. Cuurrently, I am advancing research at the intersection of socially responsible brands, brand governance, innovation ecosystems, and digital and sustainable transformation. My research has been published in the Journal of Brand Management, Journal of Product and Brand Management, Journal of Business Research, and European Business Review, among many others.
You are welcome to contact me if your organisation is seeking to apply for funds (Vinnova or Formas) or requires consultancy within my areas of expertise.
INTERNATIONAL EXPERIENCE
To learn from the best practices, I have work shadowed at several leading universities, such as University of Glasgow, University of Bergamo, IAE Aix-en-Provence and ESADE Business School, among many others. My international academic experiences, both as a visiting scholar and through work-shadowing initiatives, have significantly enriched my pedagogic skills in multicultural classrooms and strengthened my international research collaborations.
Teaching
I currently teach brand management, innovation management, contemporary marketing research, and research methods.
Research
ONGOING RESEARCH PROJECTS:
- Exploring Challenges and Barriers in Implementing UN Sustainable Development Goals (SDGs), Hatstore. Research project funded by Smålandsnavet. Principal investigator: Clarinda Jansberg; co-applicant: Carina Lejonkamp.
- Data-driven approaches for business model optimization, Södra. Research project funded by DISA. Principal investigator: Clarinda Jansberg; co-applicant: Arianit Kurti.
- Nordic Brand Image. Research project funded by KEST and Smålandsnavet. Principal Investigator: Clarinda Jansberg; co-Applicant: Marianna Strzelecka.
RESEARCH SKILLS
Mixed-methods researcher with extensive expertise in both quantitative and qualitative methodologies. My quantitative expertise includes survey research and data analysis, as well as structural equation modeling (SEM). My qualitative expertise encompasses interviews, focus groups, observations, archival analysis research and netnography. I am also experienced in systematic literature reviews (SLR).
Commissions
- Since 2025: EMBA Programe Director
- 2024–2025: Programme coordinator for the Retail Management Programme, School of Business and Economics, Linnaeus University, Sweden
- 2016–2020: Programme coordinator for the Retail and Service Management Programme, School of Business and Economics, Linnaeus University, Sweden
We are accredited
The School of Business and Economics at Linnaeus University is accredited by The Association to Advance Collegiate Schools of Business, AACSB. Only 6 percent of the world’s leading business schools achieve this accreditation, making us one of a few schools that are trailblasers in teaching, research, and societal impact.
My ongoing research projects
Publications
Article in journal (Refereed)
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Vaculova, B., Sousa Jansberg, C. (2025). Typologies of contemporary ethnocentric consumers in a globalized marketplace. Cogent Business & Management. 12 (1).
Status: Published -
Rodrigues, C., Brandao, A., Billore, S., Oda, T. (2024). The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective. Journal of Brand Management. 31. 293-309.
Status: Published -
Lumare, N., Muradyan, L., Sousa Jansberg, C. (2024). Behind the screen : the relationship between privacy concerns and social media usage. Journal of Marketing Communications.
Status: Epub ahead of print -
Rodrigues, C., Schmidt, H.J. (2021). How the Creative Class Co-creates a City’s Brand Identity : A Qualitative Study. Journal of Creating Value. 7 (1). 19-43.
Status: Published -
Rodrigues, C., Brandão, A., Rodrigues, P. (2021). I can’t stop hating you : an anti-brand-community perspective on Apple brand hate. Journal of Product & Brand Management. 30 (8). 1115-1133.
Status: Published -
Rodrigues, C., Brandao, A. (2021). Measuring the effects of retail brand experiences and brand love on word of mouth : a cross-country study of IKEA brand. International Review of Retail Distribution & Consumer Research. 31 (1). 78-105.
Status: Published -
Rodrigues, C., Skinner, H., Dennis, C., Melewar, T.C. (2020). Towards a theoretical framework on sensorial place brand identity. Journal of Place Management and Development. 13 (3). 273-295.
Status: Published -
Brandão, A., Sousa, J., Rodrigues, C. (2020). A Dynamic Approach to Brand Portfolio Audit and Brand Architecture Strategy. European Business Review. 32 (2). 181-210.
Status: Published -
Rodrigues, C., Rodrigues, P. (2019). Brand love matters to Millennials : the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product & Brand Management. 28 (7). 830-848.
Status: Published -
Rodrigues, P., Brandao, A., Rodrigues, C. (2018). The importance of self in brand love in consumer-luxury brand relationships. Journal of Customer Behavior. 17 (3). 189-210.
Status: Published -
Rodrigues, C., Hultén, B., Brito, C. (2011). Sensorial brand strategies for value co-creation. Innovative Marketing. 7 (2). 40-47.
Status: Published
Conference paper (Refereed)
- Vaculová, B., Sousa Jansberg, C., Shamim, N. (2025). The dark side of consumer ethnocentrism : a netnograohic study. 18th Annual Conference of the EuroMed Academy of Business : Conference Readings. 1437-1441.
- Jansberg, C. (2024). Brands born activists : exploring key dimensions of activism. 17th Global Brand Conference of the Academy of Marketing.
- Rodrigues, C., Rodrigues, P., Billore, S., Oda, T. (2018). Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study. 2018 Global Marketing Conference at Tokyo Proceedings. 1447-1447.
- Rodrigues, C., Anisimova, T., Brandao, A., Rodrigues, P. (2018). Determinants and outcomes of brand hate : an anti-brand community perpective on strong negative brand emotions. Presented at the 47th EMAC Annual Conference: People make marketing, Glasgow, UK, May 29-June 1, 2018.
- Rodrigues, C., Rodrigues, P., Macedo, A.F., Baskaran, K. (2018). Eye tracking the impact of in-store sensory and price messages on visual attention and intended purchase behavior. Presented at the 13th Global Brand Conference, Newcastle upon Tyne, UK, May 2-4, 2018.
- Rodrigues, C., Rodrigues, P. (2017). IKEA Brand Love : enhancing brand love through brand experiences. Presented at the 5th International Consumer Brand Relationships Conference, Porto, Portugal, May 18-20, 2017.
- Rodrigues, C., Rodrigues, P. (2017). Antecedents to Brand Hate Among Generation Y : A Consumer Cross-Cultural Study. 10th Annual Conference of the EuroMed Academy of Business : Global and national business theories and practice: bridging the past with the future. 1456-1464.
- Rodrigues, P., Rodrigues, C., Brandão, A., Costa, P. (2017). Luxury Consumer-Brand Relationships : The Importance of Self in Brand Love. 10th Annual Conference of the EuroMed Academy of Business : Global and national business theories and practice: bridging the past with the future. 2217-2221.
- Rodrigues, C., Rodrigues, P. (2017). Antecedents and outcomes of luxury brand love : a millennial consumer perspective. Conference Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG) : Linnaeus University, Kalmar - April 26-28, 2017. 370-378.
- Rodrigues, C., Hultén, B. (2016). Brands that do good with brand aversion. Proceedings of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG). 382-388.
- Rodrigues, C. (2016). Falling in love with a city : a sensory place branding framework. Conference proceedings of the Inaugural Conference of the International Place Branding Association : Middlesex University, London - December 7-9, 2016. 87-87.
- Rodrigues, C., Hultén, B. (2014). Brand sensuality : does it affect brand experiences?. .
- Rodrigues, C., Hultén, B., Brito, C. (2011). Multi-sensory brand-experience : towards a strategic sensorial approach. .
Chapter in book (Refereed)
- Sousa Jansberg, C. (2025). Brand Portfolio Auditing and Brand Architecture Strategy. The Sage Handbook of Brand Management. Sage Publications. 197-211.
- Rodrigues, C., Eklund, A., Berndt, A., Sandberg, S. (2022). Co-creation of multi-sensory brand experiences : a manufacturer perspective. Research Handbook on Brand Co-Creation : Theory, Practice and Ethical Implications. Cheltenham, Edward Elgar Publishing. 138-152.
- Rodrigues, C. (2020). Multisensory brand experiences and brand love : myth or reality?. Global Branding : Breakthroughs in Research and Practice. IGI Global.
- Rodrigues, C. (2019). Branding Porto : An Authentic-Based Approach to Place Identity Theory. Strategic Perspectives in Destination Marketing. Hershey, IGI Global. 198-219.
- Rodrigues, C. (2018). Multisensory brand experiences and brand love : myth or reality?. Driving customer appeal through the use of emotional branding. IGI Global. 1-21.
- Rodrigues, C. (2018). The Destination Branding through Multisensory Experiences : Case Studies from Sweden. The Branding of Tourist Destinations : Theoretical and Empirical Insights. Bingley, Emerald Group Publishing Limited. 61-82.
- Rodrigues, C. (2018). Multisensory brand communications : capturing the hearts and minds of consumers. Brand touchpoints. Nova Science Publishers, Inc.. 115-140.
Article in journal (Other academic)
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Roper, S., Iglesias, O., Rodrigues, C. (2019). Sensory Branding : Special Issue following the 12th Global Brand Conference, Linnaeus University, Sweden. Journal of Business Research. 96. 340-342.
Status: Published
Chapter in book (Other academic)
- Rodrigues, C., Brandão, A.M.P.D.C., Macedo, A.F., Baskaran, K. (2020). An eye tracking study of the effect of sensory and price in-store displays. Emotional, sensory, and social dimensions of consumer buying behavior. Hershey, PA, USA, IGI Global. 23-49.
- Rodrigues, C., Hultén, B. (2014). Marketing sensorial : o marketing dos sentidos. Novos horizontes do marketing. Alfragide, Dom Quixote. 100-116.
Doctoral thesis, monograph (Other academic)
- Rodrigues, C. (2014). Brand Sensuality and Consumer-Based Brand Equity. Doctoral Thesis. Porto, Universidade do Porto. 140.
Manuscript (preprint) (Other academic)
- Hultén, B., Rodrigues, C., Brito, C. Sensorial Brand Strategies for Co-Creation of Value In a B2B and B2C Context.