Zoe Lee

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.

Willing to supervise PhD

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:

• The relationship between corporate rebrand and multiple identities.
• The effects of brand parody (e.g doppelganger brand image) on brand experience and brand authenticity.
• Employee based branding.
• Evolution of brand equity research.

Willing to supervise PhD

Corporate branding, antibranding, hybridity in organizational identity

Education / Academic qualification

Marketing, Doctor of Philosophy, University of the West of England

2003 → 2007

Business & Management, Master of Arts, University of the West of England

2002 → 2003

Marketing, Master in Science, University of Birmingham

2000 → 2001

Chemical Engineering, Bachelor of Engineering, University of Birmingham

1998 → 2000

External positions

Visiting Research Fellow, University of Bristol

2010 → 2011

Ad hoc Researcher on National Cancer Survivorship Initiative , CLIC Sargent

2009 → …

Teaching Fellow, University of Bristol

2007 → 2010

Research Assistant, Network Research Agency

2005 → …

Research Teaching Associate, University of the West of England

2002 → 2006