Department of Marketing

PhD fellow

Room: SOL/D3.35
E-mail: swi.marktg@cbs.dk

Serena Wider is a PhD fellow at Copenhagen Business School and has been awarded her Bachelor and Masters (MSc) degree in Marketing from Oxford Brookes University (UK). Serena Wider’s PhD research is interdisciplinary, and integrates consumer culture, sociology and cognition into a framework for analysing consumer behaviour in relation to language and consumers’ socio-cultural background. 

Primary research areas
  • Consumer culture
  • Consumer cognition
  • Language construal and frame-switching
  • Brands and branding
Administrative tasks

2017-2020 Member of CBS’ PhD committee (as a PhD representative for the Department of Marketing)

Link to this homepage

Spring 2020: Shared economy and co-creation (MSc / Cand.Merc.Soc)

Spring 2019: Shared economy and co-creation (MSc / Cand.Merc.Soc)

Spring 2018: Brand Management (BSc)


Serena welcomes bachelor and master thesis supervision in consumer culture, cognition, branding, linguistic analysis, bilingualism, and broadly welcomes topics addressing marketing related phenomena from a socio-cultural perspective. 

Other teaching activities

Publications sorted by:
Serena Wider; Sylvia von Wallpach; Hans Mühlbacher / Brand Management : Unveiling the Delusion of Control.
In: European Management Journal, Vol. 36, No. 3, 6.2018, p. 301-305
Journal article > peer review
Serena Wider; Stefan Markovic; Sylvia von Wallpach / Brand Value Co-destruction in Collective Digital Discourse : A Case Study.
Abstract from 13th Global Brand Conference 2018, 2018
Conference abstract for conference > peer review
Serena Wider; Andrea Lucarelli; Sylvia von Wallpach / Mediation as a Multi-dimensional Process of Brand-related Interaction
Abstract from 49th Annual Conference of the Association for Consumer Research. ACR 2018, 2018
Conference abstract for conference > peer review
Bjørn Asmussen; Serena Wider; Ross Williams; Neil Stevenson; Elliot Whitehead / Defining Branded Content for the Digital Age : The Industry Experts’ Views on Branded Content as a New Marketing Communications Concept.
London : Branded Content Marketing Association 2016, 40 p.
Academic Interests

Outside activities