Dr Zoe Lee
Senior Lecturer in Marketing and Strategy
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.
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
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
2019
- Lee, Z. and Davies, I. 2019. Navigating relative invariance: Perspectives on corporate heritage identity and organizational heritage identity in an evolving nonprofit institution. Journal of Business Research (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)
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. -.
- 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. -.
- 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.
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)
- 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