Milka Väinämö


Doctoral Candidate


I am a marketing PhD candidate with a multidisciplinary and international background. My doctoral thesis, which is part of the BrandEx research project funded by University of Oulu's Eudaimonia Research Institute focuses on customer-centric digital brand experience in the context of digital health, specifically diabetes care. My research interests include customer experience, branding, digitalization (esp. digital healthcare solutions).

Research interests

  • Branding
  • Brand experience
  • Digital services
  • Brand co-creation
  • Customer experiences
  • Digital health
  • Narrative research
  • Consumer research


Social media

Research groups

  • Doctoral Candidate, BrandEx
  • Doctoral Candidate, SHARP Research group