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Dr Zoe Lee

Dr Zoe Lee

Senior Lecturer in Marketing and Strategy

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Dr. Zoe Lee is a Senior Lecturer (Associate Professor) in Marketing at Cardiff Business School. Prior to joining Cardiff, she worked as a Lecturer in Marketing at University of Bath.

Zoe’s current research interests are in the fields of corporate branding & heritage, employee branding, and organisational hybrid identity. She is particularly interested in the relationships between social and commercial goals of nonprofit organisations and how brand shapes the process. Currently, her work focuses on employee resilience with a particular interest in the nonprofit rebranding context. At a consumer level, she is interested in the interplay between authenticity and doppelganger brand images.  She is currently working on a project to understand the evolution of brand equity concept which is funded by the British Academy. Her work can be applied by managers seeking sustainable marketing strategy across different industries.

She has published in journals including European Journal of Marketing, Journal of Business Ethics, Journal of Marketing Management, Nonprofit and Voluntary Sector Quarterly and Voluntas: International Journal of Voluntary and Nonprofit Organizations.

Zoe was awarded the Outstanding Article in Nonprofit and Voluntary Sector Quarterly (NVSQ) in 2018. She also received best conference paper at European Advertising Academy conference, London in 2015.



  • PhD (Marketing) - University of the West of England, Bristol
  • MSc (Marketing) - University of Birmingham
  • BEng (Chemical Engineering) - University of Birmingham

Anrhydeddau a Dyfarniadau

  • Outstanding article in Nonprofit & Voluntary Sector Quarterly (NVSQ), 2018
  • Dean's award for Citizenships, 2017
  • Best conference paper at European Advertising Academy, ICORIA, London 2015
  • Best conference paper at Academy of Marketing, 2008

Aelodaethau proffesiynol

  • Member of Academy of Marketing Science
  • Member of Academy of Marketing
  • Member of International Association for Business and Society
  • Member of CharityComms

Safleoedd academaidd blaenorol

  • Lecturer in Marketing, University of Bath
  • Teaching Associate, University of Bristol

Pwyllgorau ac adolygu

Ad-hoc journal reviewer:

  • European Journal of Marketing
  • Journal of Business Research
  • Journal of Marketing Management
  • Journal of Product & Brand Management
  • Public Management Review
  • Nonprofit and Voluntary Sector Quarterly
  • Voluntas

















  • BSc - Buyer Behaviour
  • MBA - Business Project Supervision

Ghaffari, M., Hackley, C. & Lee, Z.(2019) "Control, Knowledge and Persuasive Power in Advertising Creativity- An Ethnographic Practice Theory Approach" Journal of Advertising, accepted.

Lee, Z. & Davies, I. (2019) "Perpective on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution" Journal of Business Research, accepted.


  • I am interested in hearing from other PhD students who wish to research in the following areas:

    • Corporate brand and communication
    • Brand equity and heritage
    • Employee branding
    • The effects of brand parody (e.g doppelganger brand image) on brand experience and brand authenticity.
    • Hybridity

Meysydd arbenigol

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