Clara Gustafsson

Clara Gustafsson is a Senior Lecturer at Lund University's Department of Business Administration within the School of Economics and Management, and an Affiliated researcher at the Centre for Retail Research. Her academic work bridges marketing theory with practical applications in sonic environments and consumer behavior.

Her research centers on Consumer Culture Theory with specialized expertise in sonic branding, brand trust, and cultural branding. Current projects explore how soundscapes influence democratic values in public spaces and the social processes behind resource valuation. Her work demonstrates interdisciplinary connections between marketing, acoustics, and urban sociology, particularly examining headphone culture in transit spaces and frugal consumption patterns.

Analysis of her publication trends reveals growing emphasis on sound-brand interactions and resource theory, with recent work integrating sustainability frameworks and democratic principles. Her 2021 resourcification article in Research Policy has gained significant traction with 25 citations and 83 Mendeley readers, indicating field impact.

As an active academic citizen, she serves as Head of Course for multiple marketing programs including Bachelor Thesis supervision and International Business courses. Her project portfolio includes Pufendorf IAS-funded initiatives like 'Sound of Democracy' where she coordinated cross-disciplinary teams spanning acoustics, urban design, and social sciences.

She maintains strong professional engagement through journal peer review for Journal of Marketing Management and Journal of Historical Research in Marketing, plus industry collaborations with Oxford University Press and McGraw Hill. Her research fingerprint shows dominant focus on Consumers (100%) and Acoustics (37%), with notable connections to Nonprofit Organizations and Public Space studies.