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Dr Zoe Lee

Dr Zoe Lee

Senior Lecturer in Marketing and Strategy

Cardiff Business School

Available for postgraduate supervision


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. She is an Associate Editor at the Journal of Strategic Marketing.

Zoe’s latest research interests are in the fields of corporate (re)branding & heritage, corporate identity, employee branding, and brand activism. She is particularly interested in the strategic paradox tensions between social and business goals of nonprofit organisations and how brand strategy shapes the process. Currently, her work focuses on employee emotional resilience using paradox theory lens. At a consumer level, she is interested in the interplay between authenticity and brand parody.  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 Journal of Business Research, Journal of Business Ethics, Nonprofit and Voluntary Sector Quarterly, European Journal of Marketing,  Journal of Marketing Management, 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

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


We are currently unable to retrieve the list of publications. Visit our institutional repository.


  • 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)


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

    • Corporate brand and communication
    • Corporate identity
    • Brand equity and heritage
    • Employee branding
    • The effects of brand parody on brand experience and brand authenticity.
    • Hybridity
  • Current PhD student: Omar Mohammed - "Sustainable Transport: A Behavioural Study Investigating the Implementation of Battery Electric Vehicles in Wales" 

External profiles