Clarinda Sousa Jansberg
Associate professorClarinda Rodrigues is an Associate Professor of Marketing at the Linnaeus University School of Business and Economics in Sweden. She holds a Ph.D. in Business Studies (Specialization in Marketing) from Universidade do Porto, Portugal.
Her interdisciplinary brand management research draws on the fields of consumer-brand relationships, brand identity, and sensory marketing. More specifically, her work advances knowledge on the key triggers and outcomes of brand love and brand hate, as the major concepts within the spectrum of consumer-brand relationships. Her interests in brand management evolved over the years from sensory branding to investigating the impact of brand experiences and brand identity on positive and negative consumer-brand experiences. Most recently, she engaged in projects that investigate how brands can deal with societal and environmental challenges in an era of growing consumer-brand disidentification and feelings of brand hatred, with a focus on Generation Y and Z. Therefore, her research strives to shed light on the drivers and outcomes of consumer-brand relationships as gateways to facilitating the process of brand building in the 21st century.
She is teaching primarily Brand Management, Sensory Branding, Innovation Management, Retail and Service Management, Research Methods, Contemporary Marketing Research, and Applied Marketing Analysis. She is also course responsible for the Degree Projects of Customer Experience Management and Retail Management Programs.
Concerning the service to the research community, Clarinda is a reviewer for the Journal of Business Research, Journal of Product and Brand Management, among many others. She is active in conference organization at an international level. She chaired the 12th Global Brand Conference of the Academy of Marketing (Sweden, 2017) and co-chaired the Special Session on Sensory Branding at the 21st AMS World Marketing Congress (Portugal, 2018). She also chaired the Track Negativity and Brands at the 14th Global Brand Conference of the Academy of Marketing (Germany, 2019).
She is also an experienced branding strategist and international marketing consultant having worked in several firms before joining the Academia. A regular speaker at academic and business conferences about consumer-brand relationships and sensory branding.
We are accredited
The School of Business and Economics at Linnaeus University is accredited by The Association to Advance Collegiate Schools of Business, AACSB.
Publications
Article in journal (Refereed)
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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 -
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)
- Jansberg, C. (2024). Brands born activists : exploring key dimensions of activism. 17th Global Brand Conference of the Academy of Marketing.
- 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., 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., 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., 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, 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, 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., 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)
- 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). Multisensory brand communications : capturing the hearts and minds of consumers. Brand touchpoints. Nova Science Publishers, Inc.. 115-140.
- 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.
Article, review/survey (Refereed)
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Lumare, N., Muradyan, L., Sousa Jansberg, C. (2024). Behind the screen : the relationship between privacy concerns and social media usage. Journal of Marketing Communications. Taylor & Francis Group.
Status: Epub ahead of print
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.