Dr Zoe Lee
+44 (0) 1225 386202
BEng (Hons), MSc, MA, PGCert, PhD
Job Title:
Lecturer in Marketing
Subject Group:
Key Research Interests:
Social Desirability Bias, Rebranding, Charity Mergers, Brand Identity
Research Interests
My research interests are primarily in the areas of survey research and branding, with particular interest in rebranding process and action and reaction to identity change. Within survey research, I study the phenomenon of socially desirable responding (SDR), what motivates people to give SDR, how it can be measured and controlled. I am also interested in exploring the interplay between corporate identity and organisational identity in a merger context where I currently focus on charity mergers and examining stakeholders’ reaction to new identity in a longitudinal study. I welcome enquiries from prospective PhD students with similar interests.
Prior to joining Bath in 2010, I was a Teaching Associate at the University of Bristol, where I maintain a role as Research Fellow. I have also worked with both national and local UK charities.
Publications
Refereed journal papers
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 IA, Lee Z & Ahonkhai I (2011). 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.
