University of Bath School of Management University of Bath School of Management

Dr Zoe Lee

Dr Zoe Lee

telephone +44 (0) 1225 386202
email Dr Zoe Lee


Leading Refereed Journal Papers

BEng (Hons), MSc, MA, PGCert, PhD

Job Title:

Lecturer in Marketing; Director of Studies MSc in Marketing


Marketing, Business & Society

Key Research Interests:

Corporate brand, rebranding, identities, risk of emotional branding, brand in (authentic)

Research Interests

My research focuses on understanding the dynamics of brand management. I study how managers manage their corporate brands, particularly in dealing with multiple stakeholders with different set of identities. For example, how can brand orientation and market orientation co-exist in harmony? What’s the influence of corporate heritage? How do stakeholders respond to corporate rebrand? At a consumer level, I am interested to study how consumers respond to negative brand information, for example doppelganger brand images. In particular, do they stay or walk away from the brand because it is perceived as inauthentic? I am currently working on a project to understand the evolution of brand equity concept which is funded by the British Academy. My work can be applied by managers seeking sustainable marketing strategy across different industries.

PhD Supervision

Currently, I have completed one PhD supervision on creativity in advertising. I am interested in hearing from other PhD students who wish to research in the following areas:


Leading Refereed Journal Papers

Lee, Z. & Bourne, H. Forthcoming. Managing dual identities in nonprofit rebranding: An exploratory study. Non-Profit and Voluntary Sector Quarterly.

Lee, Z. 2013. Rebranding in brand-oriented organisations: Exploring tensions in the nonprofit sector. Journal of Marketing Management, 29(9-10): 1124-1142, DOI: 10.1080/0267257X.2013.812978.

Lee, Z. & Sargeant, A. 2011. Dealing with social desirability bias: an application to charitable giving. European Journal of Marketing, 45(5): 703-719, DOI: 10.1108/03090561111119994.

Davies, I. A., Lee, Z. & Ahonkhai, I. 2012. Do consumers care about ethical-luxury? Journal of Business Ethics, 106(1): 37-51, DOI: 10.1007/s10551-011-1071-y.

Lee, Z. & Woodliffe, L. 2010. "Donor misreporting: Conceptualizing social desirability bias in giving surveys". Voluntas: International Journal of Voluntary and Nonprofit Organizations, 21(4): 569-587, DOI: 10.1007/s11266-010-9153-5.

Lee, Z. & Sargeant, A. 2008. Why is Survey Data So Unreliable? Professional Fundraising, July.