Dr Zoe Lee
Senior Lecturer in Marketing and Strategy
- Available for postgraduate supervision
Overview
Dr Zoe Lee is an expert in corporate branding, heritage, sustainability communications and nonprofit marketing strategy.
In addition to being a Senior Lecturer (Associate Professor) in Marketing, Zoe is also the Programme Director for MSc Strategic Marketing. She serves as an Associate Editor at the Journal of Strategic Marketing and a member of the Editorial Review Board for the Journal of Philanthropy and Marketing (known previously as the International Journal of Nonprofit and Voluntary Sector Marketing).
Her research addresses contemporary issues in corporate branding and firm performance, the management of internal assets as well as the behaviours of consumers in digital branding marketplaces. Within this domain, she has a concentration of work on the internal aspect of corporate brand identity and change. Additionally, she works on new issues facing managers (brand activism and sustainability communications). She also worked on a history project to understand the evolution of the brand equity concept which is funded by the British Academy. Her work can be applied by managers seeking sustainable marketing strategies across different industries.
Zoe has published in journals including the Journal of Business Research, Journal of Business Ethics, Nonprofit and Voluntary Sector Quarterly, European Journal of Marketing, Journal of Advertising, Journal of Marketing Management, and Voluntas: International Journal of Voluntary and Nonprofit Organizations.
Prior to joining Cardiff, Zoe taught at the University of Bath and the University of Bristol.
Zoe was awarded the Outstanding Article in Nonprofit and Voluntary Sector Quarterly (NVSQ) in 2018. She also received the best conference paper at the European Advertising Academy conference, in London in 2015.
Biography
Qualifications
- PhD (Marketing) - University of the West of England, Bristol
- MSc (Marketing) - University of Birmingham
- BEng (Chemical Engineering) - University of Birmingham
Honours and awards
- 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
Professional memberships
- Member of Academy of Marketing Science
- Member of Academy of Marketing
- Member of International Association for Business and Society
- Member of CharityComms
Academic positions
- Lecturer in Marketing, University of Bath
- Teaching Associate, University of Bristol
Committees and reviewing
Associate Editor, Journal of Strategic Marketing
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
External PhD examiner at Cranfield University (2019)
External Examiner at University of Leeds (2020-2023)
Scientific Committee of Global Brand Conference (since 2020)
Member of People Committee (since 2019)
Member of Shadow Management Board
Member of Regrow Borneo
Publications
2023
- 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., Spry, A., Ekinci, Y. and Vredenburg, J. 2022. From warmth to warrior: Impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity. Journal of Brand Management
- 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)
Teaching
- BSc - Buyer Behaviour
- MSc - Integrated Marketing Communication
- MSc - Brand Management
- MBA - Business Project Supervision
- Exec MBA dissertation supervisor
Research interests:
- Corporate branding, corporate identity and communication (employee perspective)
- Nonprofit branding
- Brand heritage
- Brand activism and brand equity
- Sustainable fashion
- Paradox theory
Succesful fundings:
- Velindre NHS Trust: £238,682 "Development of a flexible brand website and resources relating to Endometriosis" with Prof Jacky Boivin, School of Psychology, Cardiff University, 2020
- Xiamen-Cardiff Joint Fund: £2,450 " Heritage brands rejuvenation: Help or Hindrance", with Dr Qun Tan, Xiamen University, 2019-2020
- CARBS Seedcorn: £1,980, "Legitimising change: Emotional resilience and strategic rebranding of nonprofit organisations" with Dr Sarah Glozer (University of Bath), 2019-2020
- British Academy/Leverhulme Small Research Grant, £9,800 “Uncovering the history of the customer-based brand equity model: Lessons for industry-academic knowledge co-creation" with Prof Micheal Beverland (Sussex University) and Dr Haiming Hang (University of Bath).2016
- British Academy Small Grant: £10,000 "Challenges in charity merger" with Dr Humphrey Bourne (University of Bristol), 2010
- ESRC Seminar Series: £17,238 "Innovation in public services: current trends and future prospects" with Prof Stephen Osbourne (University of Edinburgh)
Supervision
-
I am interested in hearing from other PhD students who wish to research in the following areas:
- Corporate brand purpose and communication
- Sustainability communications in fashion
- Brand activism strategy
- Technology and brand (e.g social media, metaverse etc)
- Nonprofit branding
- Current PhD student: Omar Mohammed - "Sustainable Transport: A Behavioural Study Investigating the Implementation of Battery Electric Vehicles in Wales"