Profile for Andreas Eklund

Andreas Eklund Pronouns: He/Him/His

Assistant Professor

Marketing

Specialty area(s)

Branding, consumer behavior, consumer psychology, gamification, sensory marketing, and service-dominant logic

Brief biography

Andreas Eklund is an assistant professor in the marketing department at UWL. He has a Ph.D. degree in marketing, focusing on consumer psychology. He worked for Universities in Sweden and Norway. He has an interest in the human senses and their influences on an individual’s experience in daily life. Before earning his Ph.D., he worked as a chef. His prior experience paved the way for his research in sensory marketing.

Current courses at UWL

Consumer Behavior (MKT 362 and MBA 755)

Principles of Marketing (MKT 309)

Strategic Brand Management (MKT 380)

Sustainability in Marketing (MKT 351)

Education

He holds a Ph.D. in marketing, specialized in consumer psychology from the School of Business and Economics, Linnaeus University, Sweden.
He has a master’s degree in marketing from the School of Economics and Management, Lund University, Sweden.

Career

Teaching history

He has taught various marketing courses, such as branding, consumer behavior, strategic brand management, sustainability in marketing, sensory marketing, principles of marketing, and research methodology.

Professional history

My name is Andreas Eklund. I am originally Swedish. I love the four seasons in Wisconsin, which are more amplified than in Sweden. In my leisure time, I play disc golf, ice skating, listen to rock music, and watch soccer (particularly Manchester United). I have a soft spot for salt licorice candy.

Research and publishing

His research is the umbrella concept of sensory marketing, and its linkages with other marketing streams such as branding, experiential marketing, and service-dominant logic. The focus lies in how sensory cues (stimuli) create attention and value both for the company and consumers.