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Dr Zoe Lee
(hi/ei)
Darllenydd (Athro Cyswllt) mewn Marchnata
- LeeSH4@caerdydd.ac.uk
- +44 29225 10885
- Adeilad Aberconwy, Ystafell Q05, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
- Ar gael fel goruchwyliwr ôl-raddedig
Trosolwyg
Mae Dr Zoe Lee yn Ddarllenydd (Athro Cyswllt) mewn Marchnata yn Ysgol Busnes Caerdydd.
Mae hi'n arbenigwr sy'n arbenigo mewn brandio cyfrifol a moesegol ei yrru. Mae ei meysydd arbenigedd yn cwmpasu pwrpas brand, ailfrandio a gweithrediaeth, cyfathrebu cynaliadwyedd, a strategaeth farchnata dielw. Mae hi'n Uwch Ddarlithydd (Athro Cyswllt) mewn Marchnata yn ogystal â Chyfarwyddwr Rhaglen MSc Marchnata Strategol. Mae hi'n gwasanaethu fel Golygydd Cyswllt yn y Journal of Strategic Marketing uchel ei pharch ac yn aelod o'r Bwrdd Adolygu Golygyddol ar gyfer Journal of Philanthropy and Marketing (a elwid gynt yn International Journal of Nonprofit and Voluntary Sector Marketing).
Mae ei hymchwil ysgolheigaidd yn mynd i'r afael â materion cyfoes, gan gynnwys brandio corfforaethol a pherfformiad cadarn, rheoli asedau mewnol, yn ogystal ag ymddygiad defnyddwyr mewn marchnadoedd brandio digidol. Mae canolbwynt ei gwaith yn troi o gwmpas adeiladu brandiau pwrpasol a dilys trwy gydwybod a gweithrediaeth. Mae Dr Zoe Lee wedi arwain nifer o brosiectau byd-eang ar y cyd ag ysgolheigion rhyngwladol o'r Unol Daleithiau, Awstralia, Seland Newydd, y Ffindir a'r Eidal. Yn nodedig, cyfrannodd hefyd at brosiect a ariennir gan yr Academi Brydeinig sy'n archwilio datblygiad rheoli ecwiti brand.
Mae canfyddiadau ymchwil Dr Lee yn cynnig mewnwelediadau gwerthfawr y gellir eu cymhwyso'n effeithiol gan reolwyr sy'n chwilio am strategaethau marchnata cynaliadwy ar draws diwydiannau amrywiol. Mae Zoe wedi cyhoeddi mewn cyfnodolion uchel eu parch fel Industrial Marketing Management, Journal of Business Research, Journal of Business Ethics, Nonprofit and Voluntary Sector Quarterly, European Journal of Marketing, Journal of Advertising, a Journal of Brand Management. Dyfarnwyd yr Erthygl Ragorol mewn Chwarterol y Sector Di-elw a Gwirfoddol (NVSQ) i Zoe yn 2018. Yn ogystal, derbyniodd y papur cynhadledd gorau yng nghynhadledd Academi Hysbysebu Ewrop yn Llundain yn 2015.
Cyfryngau diweddar: Ni ddylai'r Body Shop fod wedi methu mewn oes pan fydd defnyddwyr eisiau actifiaeth o'u brandiau. Beth ddigwyddodd? (theconversation.com)
Cyhoeddiad
2024
- Lee, Z., Spry, A., Ekinci, Y. and Vredenburg, J. 2024. From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. Journal of Brand Management 31, pp. 193-211. (10.1057/s41262-023-00319-8)
- Lee, Z., Gordon-Wilson, S., Davies, I. and Pring, C. 2024. Communicating about sustainability in fashion: A construal level theory approach. European Journal of Marketing 58(1), pp. 313-341. (10.1108/EJM-09-2021-0701)
- Lee, Z., Alwi, S. and Gambetti, R. 2024. Breaking barriers with disability inclusion: Brand activism as a catalyst for social sustainability in fashion. In: Henninger, C. E. et al. eds. Handbook of Sustainability in Fashion. Springer Nature
2023
- Lee, Z., Spry, A. and Vredenburg, J. 2023. When charities engage in 'brand activism', research shows they must demonstrate bravery to attract donations. The Conversation 2023(12 Jul)
- Mogaji, E., Restuccia, M., Lee, Z. and Nguyen, N. P. 2023. B2B Brand positioning in emerging markets: exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands. Industrial Marketing Management 108, pp. 237-250. (10.1016/j.indmarman.2022.12.003)
2022
- Lee, Z. 2022. Building brands for nonprofit organisations: a review of current themes and future research directions. In: King, C. and Murillo, E. eds. A Research Agenda for Brand Management. Edward Elgar Publishing
2021
- Lee, Z. and Davies, I. 2021. Nonprofit brand and managing nonprofit rebranding strategy. In: Charity Marketing. Taylor & Francis, pp. 46-59., (10.4324/9781003134169-2)
- Lee, Z. and Davies, I. 2021. Navigating relative invariance: perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution. Journal of Business Research 129, pp. 813-825. (10.1016/j.jbusres.2019.05.038)
- Gordon-Wilson, S., Lee, Z. and Wu, M. 2021. How high net worth individuals (HNW) perceive sustainable luxury in an emerging market. Presented at: Journal of Business Ethics SI Paper Development Workshop 2021, Virtual, 07 May 2021.
- Lee, Z. and Gordon-Wilson, S. 2021. One size does not fits all: a typology of sustainable luxury brand communication and sustainability practices. Presented at: 2021 Academy of Marketing Annual Conference, Virtual, 5-7 July 2021.
- Lee, Z., Snelson-Powell, A. and Glozer, S. 2021. The emotional proximity paradox: burn-out and resilience in negotiating nonprofit corporate identity change. Presented at: 37th EGOS Colloquium 2021, Virtual, 8-10 July 2021.
2020
- Lee, Z., Glozer, A. and Snelson-Powell, Z. 2020. Organizing corporate identity change and multi-level tensions: a paradox perspective. Presented at: Studying Paradox and Grand Challenges : Paper Development Session, Virtual, 6 April 2020.
2019
- Ghaffari, M., Hackley, C. and Lee, Z. 2019. Control, knowledge and persuasive power in advertising creativity- An ethnographic practice theory approach. Journal of Advertising 48(2), pp. 242-249. (10.1080/00913367.2019.1598310)
2018
- Lee, Z. and Davies, I. 2018. Towards a deeper understanding of changing meaning of heritage identity: The case of a nonprofit rebrand. Presented at: 29th Annual Meeting of the International Association of Business and Society, 6 June - 10 June 2018.
2017
- Lee, Z. and Bourne, H. 2017. Managing dual identities in nonprofit rebranding: An exploratory study. Nonprofit and Voluntary Sector Quarterly 46(4), pp. 794-816. (10.1177/0899764017703705)
- Lee, Z., Hang, H. and Beverland, M. 2017. Evolution of brand equity: knowledge co-creation between Unilever, advertising agencies and academics, 1950-2000. Presented at: Association of Business Historians Conference: The human factor in business history, 29 June - 1 July 2017. pp. -.
2016
- Lee, Z. 2016. Managing authentic rebranding in UK charities: the challenge of hybrid identity. Presented at: uropean Marketing Association Conference 2016, 24 May - 27 may 2016. pp. -.
2015
- Lee, Z. and Bourne, H. 2015. The dynamics of hybridity in corporate rebranding: the case of British charities. Presented at: 10th Global Brand Conference, Academy of Marketing, 27 April - 29 April 2015. pp. -.
- McCloskey, J., Beverland, M. and Lee, Z. 2015. “It’s a bit of a mask, it’s not pure…it’s not what I thought”: How doppelganger brand images attack brand authenticity. Presented at: Association for Consumer Research Asia-Pacific Conference 2015, 19 June - 21 June 2015 Presented at Wan, E. and Zhang, M. eds.Asia-Pacific Advances in Consumer Research, Vol. 11. Duluth, MN: Association for Consumer Research pp. 173-174.
- Ghaffari, M., Beverland, M. and Lee, Z. 2015. Unravelling the process of creativity in advertising: a praxiological approach. Presented at: ICORIA, 3 July - 4 July 2015. pp. -.
2014
- Lee, Z. and Melewar, T. 2014. Corporate rebranding with a purpose: an exploratory study. Presented at: 47th Academy of Marketing Conference, 7 July - 10 July 2014. pp. -.
2013
- Lee, Z. 2013. Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector. Journal of Marketing Management 29(9-10), pp. 1124-1142. (10.1080/0267257X.2013.812978)
2012
- Davies, I., Lee, Z. and Ahonkhai, I. 2012. Do consumers care about ethical-luxury?. Journal of Business Ethics 106(1), pp. 37-51. (10.1007/s10551-011-1071-y)
2011
- Lee, Z. and Sargeant, A. 2011. Dealing with social desirability bias: An application to charitable giving. European Journal of Marketing 45(5), pp. 703-719. (10.1108/03090561111119994)
2010
- Lee, Z. and Woodliffe, L. 2010. Donor misreporting: conceptualizing social desirability bias in giving surveys. Voluntas: International Journal of Voluntary and Nonprofit Organizations 21(4), pp. 569-587. (10.1007/s11266-010-9153-5)
Articles
- Lee, Z., Spry, A., Ekinci, Y. and Vredenburg, J. 2024. From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. Journal of Brand Management 31, pp. 193-211. (10.1057/s41262-023-00319-8)
- Lee, Z., Gordon-Wilson, S., Davies, I. and Pring, C. 2024. Communicating about sustainability in fashion: A construal level theory approach. European Journal of Marketing 58(1), pp. 313-341. (10.1108/EJM-09-2021-0701)
- Lee, Z., Spry, A. and Vredenburg, J. 2023. When charities engage in 'brand activism', research shows they must demonstrate bravery to attract donations. The Conversation 2023(12 Jul)
- Mogaji, E., Restuccia, M., Lee, Z. and Nguyen, N. P. 2023. B2B Brand positioning in emerging markets: exploring positioning signals via websites and managerial tensions in top-performing African B2B service brands. Industrial Marketing Management 108, pp. 237-250. (10.1016/j.indmarman.2022.12.003)
- Lee, Z. and Davies, I. 2021. Navigating relative invariance: perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution. Journal of Business Research 129, pp. 813-825. (10.1016/j.jbusres.2019.05.038)
- Ghaffari, M., Hackley, C. and Lee, Z. 2019. Control, knowledge and persuasive power in advertising creativity- An ethnographic practice theory approach. Journal of Advertising 48(2), pp. 242-249. (10.1080/00913367.2019.1598310)
- Lee, Z. and Bourne, H. 2017. Managing dual identities in nonprofit rebranding: An exploratory study. Nonprofit and Voluntary Sector Quarterly 46(4), pp. 794-816. (10.1177/0899764017703705)
- Lee, Z. 2013. Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector. Journal of Marketing Management 29(9-10), pp. 1124-1142. (10.1080/0267257X.2013.812978)
- Davies, I., Lee, Z. and Ahonkhai, I. 2012. Do consumers care about ethical-luxury?. Journal of Business Ethics 106(1), pp. 37-51. (10.1007/s10551-011-1071-y)
- Lee, Z. and Sargeant, A. 2011. Dealing with social desirability bias: An application to charitable giving. European Journal of Marketing 45(5), pp. 703-719. (10.1108/03090561111119994)
- Lee, Z. and Woodliffe, L. 2010. Donor misreporting: conceptualizing social desirability bias in giving surveys. Voluntas: International Journal of Voluntary and Nonprofit Organizations 21(4), pp. 569-587. (10.1007/s11266-010-9153-5)
Book sections
- Lee, Z., Alwi, S. and Gambetti, R. 2024. Breaking barriers with disability inclusion: Brand activism as a catalyst for social sustainability in fashion. In: Henninger, C. E. et al. eds. Handbook of Sustainability in Fashion. Springer Nature
- Lee, Z. 2022. Building brands for nonprofit organisations: a review of current themes and future research directions. In: King, C. and Murillo, E. eds. A Research Agenda for Brand Management. Edward Elgar Publishing
- Lee, Z. and Davies, I. 2021. Nonprofit brand and managing nonprofit rebranding strategy. In: Charity Marketing. Taylor & Francis, pp. 46-59., (10.4324/9781003134169-2)
Conferences
- Gordon-Wilson, S., Lee, Z. and Wu, M. 2021. How high net worth individuals (HNW) perceive sustainable luxury in an emerging market. Presented at: Journal of Business Ethics SI Paper Development Workshop 2021, Virtual, 07 May 2021.
- Lee, Z. and Gordon-Wilson, S. 2021. One size does not fits all: a typology of sustainable luxury brand communication and sustainability practices. Presented at: 2021 Academy of Marketing Annual Conference, Virtual, 5-7 July 2021.
- Lee, Z., Snelson-Powell, A. and Glozer, S. 2021. The emotional proximity paradox: burn-out and resilience in negotiating nonprofit corporate identity change. Presented at: 37th EGOS Colloquium 2021, Virtual, 8-10 July 2021.
- Lee, Z., Glozer, A. and Snelson-Powell, Z. 2020. Organizing corporate identity change and multi-level tensions: a paradox perspective. Presented at: Studying Paradox and Grand Challenges : Paper Development Session, Virtual, 6 April 2020.
- Lee, Z. and Davies, I. 2018. Towards a deeper understanding of changing meaning of heritage identity: The case of a nonprofit rebrand. Presented at: 29th Annual Meeting of the International Association of Business and Society, 6 June - 10 June 2018.
- Lee, Z., Hang, H. and Beverland, M. 2017. Evolution of brand equity: knowledge co-creation between Unilever, advertising agencies and academics, 1950-2000. Presented at: Association of Business Historians Conference: The human factor in business history, 29 June - 1 July 2017. pp. -.
- Lee, Z. 2016. Managing authentic rebranding in UK charities: the challenge of hybrid identity. Presented at: uropean Marketing Association Conference 2016, 24 May - 27 may 2016. pp. -.
- Lee, Z. and Bourne, H. 2015. The dynamics of hybridity in corporate rebranding: the case of British charities. Presented at: 10th Global Brand Conference, Academy of Marketing, 27 April - 29 April 2015. pp. -.
- McCloskey, J., Beverland, M. and Lee, Z. 2015. “It’s a bit of a mask, it’s not pure…it’s not what I thought”: How doppelganger brand images attack brand authenticity. Presented at: Association for Consumer Research Asia-Pacific Conference 2015, 19 June - 21 June 2015 Presented at Wan, E. and Zhang, M. eds.Asia-Pacific Advances in Consumer Research, Vol. 11. Duluth, MN: Association for Consumer Research pp. 173-174.
- Ghaffari, M., Beverland, M. and Lee, Z. 2015. Unravelling the process of creativity in advertising: a praxiological approach. Presented at: ICORIA, 3 July - 4 July 2015. pp. -.
- Lee, Z. and Melewar, T. 2014. Corporate rebranding with a purpose: an exploratory study. Presented at: 47th Academy of Marketing Conference, 7 July - 10 July 2014. pp. -.
- Lee, Z., Spry, A., Ekinci, Y. and Vredenburg, J. 2024. From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. Journal of Brand Management 31, pp. 193-211. (10.1057/s41262-023-00319-8)
- Lee, Z. 2013. Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector. Journal of Marketing Management 29(9-10), pp. 1124-1142. (10.1080/0267257X.2013.812978)
- Davies, I., Lee, Z. and Ahonkhai, I. 2012. Do consumers care about ethical-luxury?. Journal of Business Ethics 106(1), pp. 37-51. (10.1007/s10551-011-1071-y)
- Lee, Z. and Sargeant, A. 2011. Dealing with social desirability bias: An application to charitable giving. European Journal of Marketing 45(5), pp. 703-719. (10.1108/03090561111119994)
- Lee, Z. and Woodliffe, L. 2010. Donor misreporting: conceptualizing social desirability bias in giving surveys. Voluntas: International Journal of Voluntary and Nonprofit Organizations 21(4), pp. 569-587. (10.1007/s11266-010-9153-5)
Ymchwil
Diddordebau ymchwil
- Brandio corfforaethol a digidol: Adeiladu brandiau sydd â chydwybod ac effaith actifiaeth brand corfforaethol wrth fynd i'r afael â heriau mawr, hyrwyddwyr brand gweithwyr, cynnal treftadaeth, lleoli brand ar gyfryngau cymdeithasol a brandiau mewn gwledydd sy'n datblygu
- Cynaliadwyedd mewn Ffasiwn: Perthynas rhwng cynaliadwyedd cymdeithasol a symudiad cynwysoldeb, cyfathrebu cynaliadwyedd effeithiol
- Marchnata dielw: Ailfrandio elusennau, drifft cenhadaeth, actifiaeth brand ac ymddygiadau rhoddwyr
Grantiau
- Ymddiriedolaeth GIG Felindre: "Datblygu gwefan brand hyblyg ac adnoddau sy'n ymwneud ag Endometriosis" gyda'r Athro Jacky Boivin, Ysgol Seicoleg, Prifysgol Caerdydd, 2020
- Rhaglen Gwerth Cyhoeddus Hodge Foundation Interniaethau i Fyfyrwyr: "Canmoliaeth Brand-i-frand (B2B) ar y cyfryngau cymdeithasol" gyda Dr Denitsa Dineva, Prifysgol Caerdydd, 2022
- Cronfa ar y Cyd Xiamen-Caerdydd: "Adnewyddu brandiau treftadaeth: Help neu Rwystr" gyda Dr Qun Tan, Prifysgol Xiamen, 2019-2020
- ESRC Festival of Social Sciences: "Actifiaeth brand mewn sefydliadau dielw", 2020
- Grant Ymchwil Bach yr Academi Brydeinig/Grant Ymchwil Bach Leverhulme, "Datgelu hanes y model ecwiti brand sy'n seiliedig ar gwsmeriaid: Gwersi ar gyfer cyd-greu gwybodaeth diwydiant-academaidd" gyda'r Athro Micheal Beverland (Prifysgol Sussex) a Dr Haiming Hang (Prifysgol Caerfaddon), 2016
- Grant Bach yr Academi Brydeinig: "Challenges in charity uno" gyda Dr Humphrey Bourne (Prifysgol Bryste), 2010
- Cyfres Seminarau ESRC: "Arloesi mewn gwasanaethau cyhoeddus: tueddiadau presennol a rhagolygon yn y dyfodol" gyda'r Athro Stephen Osbourne (Prifysgol Caeredin)
Gwerth ac Effaith Cyhoeddus
- Cyd-olygydd, rhifyn arbennig ar 'Delivering Impact for Social Good', yn European Journal of Marketing, with Mitchell, S., Rundle-Thiele, S. and Hyde, F. (2023)
- Cyd-olygydd, Rhifyn arbennig ar 'Brandiau cydwybodol: Gwneud i gynaliadwyedd a chyfrifoldeb weithio,' yn Journal of Brand Management, gyda Iglesias, O., Ind, N., Tjandra, NC , Feri, A. a Guzman, F. (2024)
Trefniadaeth Cynadledda a Chadeiriau Trac
- Cyd-gadeirydd Cynhadledd "Cyfarfod Brand Byd-eang Ar-lein Brand, Hunaniaeth ac Enw Corfforaethol SIG", 27 Mai 2021 gyda Machado, JC, Roper, S., Iglesias, O., Guzman, F. ac Andreani, D.
- Cadeirydd Trac "Brandio yn y Metaverse", Cynhadledd Brand Byd-eang 16th, 3ydd-5 Mai, 2023
Addysgu
- BSc - Buyer Behaviour
- MBA - Business Project Supervision
Bywgraffiad
Cymwysterau:
- PhD (Marchnata) - Prifysgol Gorllewin Lloegr, Bryste
- MSc (Marchnata) - Prifysgol Birmingham
- BEng (Peirianneg Gemegol) - Prifysgol Birmingham
Anrhydeddau a dyfarniadau
- 2024 - Enwebwyd ar gyfer y Defnydd Mwyaf Effeithiol a Rhagorol o Asesu fel Dysgu yng Ngwobrau Cyfoethogi Bywyd Myfyrwyr (ESLA)
- 2023 - Enwebwyd ar gyfer yr Aelod Staff Mwyaf Deniadol yng Ngwobrau Cyfoethogi Bywyd Myfyrwyr (ESLA)
- 2021 - Cydnabyddiaeth UDRh Ysgol Busnes Caerdydd gan y Pro-Dean Education and Students am gyfraniad rhagorol i addysgu
- 2018 - Erthygl ragorol yn Di-elw & Voluntary Sector Quarterly (NVSQ)
- 2017 - Gwobr Dean am Ddinasyddiaeth
Aelodaethau proffesiynol
- Cymrawd yn yr Academi Addysg Uwch
- Aelod o'r Academi Gwyddor Marchnata
- Aelod o'r Academi Marchnata
- Aelod o'r Gymdeithas Ryngwladol dros Fusnes a Chymdeithas
- Aelod o CharityComms
Safleoedd academaidd blaenorol
- Academaidd
- Darlithydd mewn Marchnata, Prifysgol Caerfaddon
- Cydymaith Addysgu, Prifysgol Bryste
- Arholwyr allanol:
- Arholwr allanol ar gyfer Marchnata UG a addysgir, Prifysgol Leeds (2020- presennol)
- Arholwr allanol ar gyfer Marchnata UG a addysgir, Prifysgol Warwick (2023 - presennol)
- Arholwyr PhD:
- Arholwr allanol PhD ym Mhrifysgol Efrog (2024)
- Arholwr allanol PhD ym Mhrifysgol Glasgow (2023)
- Arholwr allanol PhD ym Mhrifysgol Napier Caeredin (2023)
- Arholwr allanol PhD ym Mhrifysgol Cranfield (2019)
Pwyllgorau ac adolygu
- Golygydd Cyswllt
- Journal of Strategic Marketing
- Bwrdd Golygyddol
- Journal of Product & Brand Management
- Journal of Philanthropy & Marketing
- Adolygydd Journal
- European Journal of Marketing
- Journal of Business Research
- British Journal of Management
- Journal of Marketing Management
- Journal of Brand Management
- Adolygiad Rheoli Cyhoeddus
- Di-elw a'r Sector Gwirfoddol Chwarterol
Aelod o Bwyllgor Gwyddonol Brand, Hunaniaeth ac Enw Corfforaethol yr Academi Farchnata (2020 hyd heddiw)
Aelod o'r Pwyllgor Pobl (2019-2022)
Aelod o'r Bwrdd Rheoli Cysgodol (2020-2022)
Aelod o Regrow Borneo
Meysydd goruchwyliaeth
-
Mae gen i ddiddordeb mewn clywed gan fyfyrwyr PhD eraill sy'n dymuno ymchwilio yn y meysydd canlynol:
- Diben a chyfathrebu brand corfforaethol
- Cyfathrebu cynaliadwyedd mewn ffasiwn
- Strategaeth gweithredu brand
- Technoleg a brand (e.e. cyfryngau cymdeithasol, metaverse ac ati)
- Brandio dielw
Goruchwyliaeth gyfredol
Themâu ymchwil
Arbenigeddau
- Hunaniaeth a rheolaeth brand
- Cynaliadwyedd
- marchnata dielw
