Serena Wider

Presentation

Serena Wider is a Research Fellow at Copenhagen Business School. Previously to joining CBS Serena has worked as a research assistant at Oxford Brookes University. Serena’s research focuses on the challenges and implications of brand co-creation in multiple stakeholder ecosystems, where she analyses the processes involved in and the interplay between (co)-creating brand identity, brand value and brand meaning. Serena is also interested in how digital technologies such as the development of social media is influencing how stakeholder groups interact amongst each other and with brands. 

At CBS, Serena is part of the Brand Meaning Research Cluster and the Social Media Research Cluster. At Oxford Brookes University, Serena is a member of the Brand Strategy Research Group. Serena is also an Honorary Member of the Branded Content Marketing Association in London, UK.

Primary research areas

• Brand co-creation
• Brands as complex social phenomena
• Brand Communications
• Branding in social media