Associate Professor Richard Lee

Senior Marketing Scientist

Prior to joining the Institute in 2007, Richard spent 15 years in various sales and marketing management positions in Asia. Richard also sits on the management committee of China Business Network South Australia (CBNSA), whose charter is to promote business ties between South Australia and China through private business and government initiatives. His research expertise in marketing in Asia helps clients to gain insights into customer base and to develop business strategies to enhance competitiveness, particularly for those doing business in Asia.

Academic Publications

Khan, H., Lee, R., & Lockshin, L. (2015, in-press). Do ethnic cues improve advertising effectiveness for ethnic consumers?, Australasian Marketing Journal.

Wilkinson, J., Trinh, G., Lee, R. & Brown, N. (2015, in-press). Can the Negative Binomial Distribution Predict Industrial Purchases?, Journal of Business and Industrial Marketing.

Tan, J. & Lee, R (2015). An Agency Theory scale for Financial Services, Journal of Services Marketing, 29(5). DOI: 10.1108/JSM-02-2014-0039.

Khan, H., Lee, R., & Lockshin, L. (2015). Localising the Packaging of Foreign Food Brands: A Case of Muslim Consumers in Pakistan, Journal of Product and Brand Management, 24(4). DOI: 10.1108/JPBM-08-2014-0694.

Lee, R. & Mazodier, M. (2015). The Roles of Consumer Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects, European Journal of Marketing, 49(5/6), 919-942.

Bakar, A., Lee R., and Rungie, Cam (2014). The Effects Of Religious Symbol in Packaging on Muslim Consumer Responses, Australasian Marketing Journal, 21(3), 198–204.

Lee, K.T.*, Lee Y.L.*, Lee R.* (2014), Economic Nationalism and Cosmopolitanism: A Study of Interpersonal Antecedents and Differential Outcomes, European Journal of Marketing, 48(5/6), 1133-1158 (* equal first authors).

Bakar, A., Lee, R., & Hashim, N. H. (2013). Parsing Religiosity, Guilt and Materialism on Consumer Ethics, Journal of Islamic Marketing, 4(3), 232-244.

Bowe, J., Lockshin, L., Lee, R. & Rungie, C. (2013). Old Dogs, New Tricks – Rethinking Country Image Studies. Journal of Consumer Behavior, 12(6), 460-471.

Lee, R. & Lee, K.-T. (2013). The Longitudinal Effects of a Two-Dimensional Consumer Animosity, Journal of Consumer Marketing, 30(3), 273 – 282.

Lee, R., & Lockshin, L. (2012). Reverse Country-of-Origin Effects of Product Perceptions on Destination Image, Journal of Travel Research, 51(4), 502-511.

Lee, R. & Neale, L. (2012). Interactions and Consequences of Inertia and Switching Costs, Journal of Services Marketing, 26(6), 365-374.

Soong, H., Lee, R. & John, G. (2012), Cultural Differences in Justificatory Reasoning, Educational Review, 64(1), 57-76.

Zorn, S., Lee, R., & Murphy, J. (2012). Marketing Implications of Traditional and ICT-Mediated Leisure Activities, Behaviour & Information Technology, 31(4), 329-341.

Lee, R. & Faulkner, M. (2011), The Roles of Extrinsic Factors in a Community of Inquiry Model of e-learning, E-learning, 8(1), 58-67.

Lee, R., Rungie, C., & Wright, M. (2011). Regularities In the Consumption Of Subscription Services, Journal of Product & Brand Management, 20(Fall), 182-189.

Lee, R. & Lockshin, L. (2011). Halo Effects of Tourists’ Destination Image on Domestic Product Perceptions, Australasian Marketing Journal, 19(1), 7-13.

Murphy J., Lee, R., and Swingler, E. (2011), Student Perceptions and Adoption of University Smart Card Systems, International Journal of Technology and Human Interface, 7(3), 1-15.

Lee, R., Klobas, J., Tezinde, T., & Murphy, J. (2010). The Underlying Social Identities of a Nation’s Brand, International Marketing Review, 27(4), 450-465.

Lee, R. (2009). A New Use for NBD: Old Models Can Fit New Data and Conditions. Marketing Research, Fall, 31-32.

Lee, R., Murphy, J., & Neale, L. (2009). The Interactions of Consumption Characteristics on Social Norms, Journal of Consumer Marketing, 26(4), 277-285.

Lee, R., Murphy, J., & Swilley, E. (2009). The Moderating Influence of Hedonic Consumption in an Extended Theory of Planned Behaviour, Service Industries Journal, 29(4), 539-555.

Lee, R. & Romaniuk, J. (2009). Relating Switching Costs to Positive and Negative Word-of-Mouth, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 54-67.

Lee, R., & Murphy, J. (2008). The Moderating Influence of Enjoyment on Customer Loyalty, Australasian Marketing Journal, 16(2), 11-21.

Lee, R., & Murphy, J. (2007). The Consumption of Mobile Services by Australian Students, International Journal of Mobile Marketing, 1(1), 13-20.

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