Dr Alvin Lee

STAFF PROFILE

Position

Lecturer In Marketing

Faculty

Faculty of Business and Law

Department

BL Deakin Business School

Campus

Melbourne Burwood Campus

Qualifications

Diploma of Business (Marketing), , 1999
Bachelor of Business, Edith Cowan University, 2002
Master of Business, Edith Cowan University, 2003
Doctor of Philosophy, Univ. of Western Australia, 2008
GCHE Exempt, Deakin University, 2013

Contact

a.lee@deakin.edu.au
+61 3 924 46966

Biography

Al's specialty is in customer behaviour, marketing communications in advertising, promotions and premiums. He investigates advertising, word of mouth, premiums, reasons for purchase and diffusion of innovations.

Read more on Alvin's profile

Biography summary

Al is a specialist in quantitative marketing and empirically driven decision making.

He has rich experience as a practitioner in marketing.

Research interests

Susceptibility to product trial

Word-of-mouth

Product adoption

Diffusion of ideas and innovations

Marketing strategy

Quantative methods, experiments

Green Cars/Fuel

International markets

Early childhood learning

Web and electronic information management

Affiliations

American Marketing Association

Australian Marketing Institute

ANZMAC

Golden Key

MAGScholar - Marketing Asia Group

Teaching interests

Strategy

Branding

Retailing

Research Methods

Units taught

Strategic Marketing

Branding

Business to Business

Marketing Management (Principles of Marketing)

Retailing

Integrated Marketing Communications

Knowledge areas

Susceptibility to product trial

Word-of-mouth

Product adoption

Diffusion of ideas and innovations

Marketing strategy

Quantative methods, experiments

Gambling

Tobacco

Young children

Advertising and promotions

Expertise

My research focuses on practical marketing issues that affect consumers' lives. This is expressed in literatures addressing marketing strategy and marketing public policy. The topics I cover appeals to the wider community as people can see the practical benefits flowing from these findings. Some of my research has featured on popular TV programs like Today-Tonight and radio talk-back shows.
  • Branding
  • Child development
  • Children
  • Consumer behaviour
  • Fuel - oil
  • gas
  • petrol
  • Fuel consumption/economy
  • Media
  • Retailing
  • Sustainability

Conferences

Recent Conferences
Lee, Alvin, Dick Mizerski, Shasha Wang, Jinchao (Alex) Yang (2014). “Fear Packaging”. American Marketing Association Summer Conference, San Francisco, USA.


Sharma Acharya, Deepa, Shasha Wang, Dick Mizerski, Claire Lambert, Alvin Lee, Jinchao (Alex) Yang (2014). “Young Children’s Persuasion Knowledge Positively Related to Influencing Others”. American Marketing Association Summer Conference, San Francisco, USA.


Wang, Zhongmin, Alvin Lee, Michael Polonsky (2014). “Perceived Egregiousness and Boycott Intensity: Evidence from the BP Deepwater Horizon Oil Spill,” Alliance for Research on Corporate Sustainability Conference at Cornell (Annual Conference), Cornell University, Ithica, New York, USA. [Won the best paper award].


Lee, Alvin, Richard Mizerski, Jinchao (Alex) Yang (2013). “Predicting Brand Choice at the Point of Decision”, Asia Pacific CHRIE Conference, Macau, SAR China.


Lee, Alvin, Richard Mizerski, Jinchao (Alex) Yang and Shasha Wang (2013). “Identifying the Latent Effects of Selecting Samples Using Extreme Responses: LESSER”, Marketing and Public Policy Conference, Washington DC, USA.


Lee, Alvin, Zhongmin Wang, Michael Polonsky and Richard Mizerski (2012), “A Behavioural Study of Consumer Boycott,” Australia New-Zealand Marketing Association Conference, Adelaide, Australia.


Lee, Alvin, Richard Mizerski, William Jolley, Saalem Sadeque, Shasha Wang and John Jiang (2012), “Boomerang Effects of Gambling Warnings Exposed to Non-Problem Gamblers,” Australia New-Zealand Marketing Association Conference, Adelaide, Australia.


Lee, Alvin and Saalem Sadeque (2012), “Identifying Consumers who Resist Looking for Information,” Academy of Marketing Conference, Southampton, UK.
Sadeque, Saalem, Richard Mizerski and Alvin Lee (2012). “Identifying Race Bettor Groups by their Gambling Behaviour,” Academy of Marketing Conference, Southampton, UK.


Yang, Jinchao, Alvin Lee and Richard W. Mizerski (2012), “The Effect of Brand Knowledge in Predicting Brand Preference across Cultures,” Consumer Brand Relationships Conference, Boston, USA.


Lee, Alvin, Saalem Sadeque, Richard W. Mizerski and William D. Jolley (2012), “The Unintended Consequence of an EGM Warning,” Marketing and Public Policy Conference, American Marketing Association: Washington D.C., USA.


Jolley, William D., Richard W. Mizerski, Alvin Lee and Saalem Sadeque (2012), “Permission Email Messages Significantly Increase Gambler Retention,” Marketing and Public Policy Conference, American Marketing Association: Washington D.C., USA.


Ren, Ye, Desmond Lam and Alvin Lee (2011), “An Examination of Service Quality Dimensionality and Positive Word-Of-Mouth Intentions in a Chinese Telecommunication Context,” Australia New-Zealand Marketing Association Conference, Perth, Australia, ISBN: 978-0-646-56330-5.


Lee, Alvin and Richard Mizerski (2011), “Changing Measures Inflate Receptivity Levels in Popular Model,” Australia New-Zealand Marketing Association Conference, Perth, Australia, ISBN: 978-0-646-56330-5.


Li, Jianyao, Alvin Lee and Jingyan Liu, (2011), “Are These Reviews for Real? The Importance of Belief and Trust in Reviews and Word-of-Mouth for Web Purchases,” 8th IEEE International Conference on Service Systems and Service Management (ICSSSM11), Tianjin, China. EI indexing: IEEE Catalog Number: CFP11599-ART ISBN: 978-1-61284-311-7.


 

Professional activities

Director Master of Marketing

Columnist for Marketing Magazine

 

Recent Industry Publications


Valos, Michael and Alvin Lee (April 20, 2016), “What Matters More Than Skill?” Roper, Peter ed., Marketing Magazine, The Social Issue (Apr/May), Niche Media, Melbourne, Australia. ISBN: 9771447245019.

Valos, Michael and Alvin Lee (April 11, 2016), “Is The Lack of Clear Definition for the CMO Role A Necessary Evil?”, Roper, Peter ed., Marketing Magazine, The Lead Issue (Feb/March), Niche Media, Melbourne, Australia. ISBN: 9771447245019. https://www.marketingmag.com.au/hubs-c/high-definition/

Media appearances

Today Tonight, radio talk back shows

Awards

  • 2014 - Best Paper award at Alliance for Research on Corporate Sustainability, Cornell University
  • 2012- Awarded Deakin Small Grant $5k
  • 2011 - Competitive travel award
  • - Awarded Deakin Small School Grant $5k
  • - Awarded CSARO Grant $20k
  • 2010 - Nominated for Best Lecturer Awards every year since 2003
  • - Competitive travel awards (multiple since 2003)
  • - Nominated for Best Paper award at the American Psychological Association Conference, San Diego
  • 2009 - UWA Fuel Watch Award
  • - Department of Commerce Commissioner’s Commendation
  • 2008 - Commendation for service by the Hon. Senator Eric Abetz (Deputy Leader of the Opposition in Senate, Shadow Minister for Innovation, Industry, Science and Research)
  • - UWA – ANZMAC competitive travel award
  • 2005 - UWA PGA Competitive Travel Bursary
  • 2001 - Best Marketing Graduate Edith Cowan University (runner-up)
  • - Most Valuable student Edith Cowan University (runner-up)
  • 1998 - Recipient of Perth Institute of Business and Technology’s inaugural Student Bursary

Publications

Filter by

2016

Egregiousness and boycott intensity: evidence from the BP Deepwater Horizon oil spill

Z Wang, A Lee, M Polonsky

(2016), Management science, Catonsville, Md., C1

journal
2015

The strategy of global branding and brand equity

A Lee, J Yang, R Mizerski, C Lambert

(2015), Abingdon, Eng., A1

book
2013

Gamblers' habit

R Mizerski, K Mizerski, D Lam, A Lee

(2013), Vol. 66, pp. 1605-1611, Journal of business research, New York, N. Y., C1

journal

Permission email messages significantly increase gambler retention

W Jolley, A Lee, R Mizerski, S Sadeque

(2013), Vol. 66, pp. 1617-1622, Journal of business research, New York, N. Y., C1

journal

Lancôme in China

A Lee, J Yang

(2013), pp. 371-386, Stepping Forward Strategically in China's Markets, Singapore, B1-1

chapter
2012

Boomerang Effects of Gambling Warnings Exposed to Non-Problem Gamblers

A Lee, R Mizerski, W Jolley, S Sadeque, S Wang, J Jiang, C Osborne

(2012), pp. 1-7, ANZMAC 2012 : Proceedings of Australian & New Zealand Marketing Academy, Adelaide, South Australia, E1-1

conference

Identifying consumers who resist looking for information

A Lee, Sadeque, Saalem

(2012), pp. 1-6, Proceedings of the 2012 Conference of the Academy of Marketing; AM2012, Southampton, Eng., E1-1

conference

Identifying race bettor groups by their gambling behaviour

A Lee, S Sadeque

(2012), pp. 1-6, AM 2012 : Proceedings of the 2012 Academy of Marketing Conference, Southampton, England, E1-1

conference
2011

Are these reviews for real? The importance of belief and trust in reviews and word-of-mouth for web-purchases

J Sun, A Lee, L Jingyan

(2011), pp. 1-5, ICSSSM 2011 : Proceedings of the 8th International Conference on Service Systems and Service Management, Tianjin, China, E1

conference

An examination of service quality dimensionality and positive word-of-mouth intentions in a Chinese telecommunication context

A Lee, R Ye, D Lam

(2011), pp. 1-8, ANZMAC 2011 : conference proceedings : Marketing in the Age of Consumerism : Jekyll or Hyde?, Perth, Australia, E1-1

conference
2010

Managing China's markets strategically

A Lee, J Yang

(2010), Singapore, Singapore, A1-1

book

Strategy and markets : how good thinking multiplies marketing effectiveness

A Lee

(2010), Melbourne, A1-1

book

Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing

J Yang, D Mizerski, A Lee, F Liu, D Olaru, H Chua

(2010), pp. 1-7, ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1-1

conference

The gambling habit

R Mizerski, D Lam, A Lee

(2010), pp. 1-8, Summer AMA 2010 : The role of marketing in creating customer value and enhancing societal welfare : Proceedings of the Summer Marketing Educators 2010 conference, Boston, Mass., E1-1

conference

A model to identify consumers with high-resistance to searching for information

A Lee, H Yong, N Oon, S Tan

(2010), pp. 1-1, GMC 2008 : Marketing in the turbulet environment : Journal of Korean Academy of Marketing Science conference, Tokyo, Japan, E1-1

conference

Consumers who don't want to look for information

A Lee, H Chua, S Wang

(2010), ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, Christchurch, New Zealand, E1-1

conference
2009

The effects of cultural values in word-of-mouth communication

D Lam, A Lee, R Mizerski

(2009), Vol. 73, pp. 55-70, Journal of international marketing, Chicago, Ill., C1-1

journal

The effects of product placement in a children's magazine on the readers' purchase related responses

D Sharma, D Mizerski, A Lee

(2009), pp. 132-139, AAA 2009 : Proceedings of the 5th American Academy of Advertising Asia Pacific Conference 2009, Beijing, China, E1-1

conference

The relationship between attitude and behavior : an empirical study in China

J Li, D Mizerski, A Lee, F Liu

(2009), Vol. 21, pp. 232-242, Asia Pacific journal of marketing and logistics, Bradford, England, C1-1

journal
2008

Bringing pedagogy to doctoral publishing

A Lee, B Kamler

(2008), Vol. 13, pp. 511-523, Teaching in higher education, Oxfordshire, U.K., C1

journal

Measuring consumer rituals : a marketing application.

L Neale, R Mizerski, A Lee

(2008), Proceedings of the American Marketing Association Winter Educators? Conference : Marketing the Organization and its Products and Services, Austin, Tex., E1-1

conference

Sample attrition bias in predicting adolescent susceptibility to smoking due to marketing.

A Lee, G Li, W Adams, D Mizerski

(2008), GMC 2008 : Journal of Korean Academy of Marketing Science Conference, Shanghai, China, E1-1

conference

Offshore program evaluations : an application of theory of planned behavior in China.

L Jianyao, D Mizerski, A Lee

(2008), pp. 1-1, GMC 2008 : Journal of Korean Academy of Marketing Science Conference, Shanghai, China, E1-1

conference
2007

The effects of product placement in children's magazine on young readers' responses to the brand.

D Sharma, R Mizerski, A Lee

(2007), ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, Dunedin, New Zealand, E1-1

conference

Extreme response bias in measuring susceptibility to smoking.

A Lee, R Mizerski

(2007), pp. 747-754, ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago: Dunedin, E1-1

conference
2005

Investigating the construct of adolescent receptivity to tobacco advertising and promotion.

A Lee, R Mizerski, K Mizerski, D Lam

(2005), pp. 50-65, AAA 2005 : Proceedings of the 3rd American Academy of Advertising Asia-Pacific Conference, Hong Kong, China, E1-1

conference

How bank branches affect customer service quality perceptions.

A Lee, K Mizerski

(2005), Proceedings of the 7th International Research Conference on Quality Innovation and Knowledge Management : Applications and Synethesis in the Global Economy, Kuala Lumpur, Malaysia, E1-1

conference

How well does the index of receptivity to tobacco industry promotion discriminate between smoking and never smoking adolescents.

A Lee, D Lam

(2005), pp. 181-188, ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries, Fremantle, W.A., E1-1

conference

Cultural influence on word-of-mouth communication.

D Lam, D Mizerski, A Lee

(2005), pp. 1-1, Proceedings of the American Marketing Association Winter Educators? Conference : Marketing Theory and Applications, Chicago, Ill., E1-1

conference

The influence of cultural values on brand loyalty

D Lam, A Lee

(2005), pp. 163-171, ANZMAC 2005 : Proceedings of the Australia and New Zealand Marketing Association Conference 2005 : Broadening the Boundaries, Fremantle, W.A., E1-1

conference
2004

Questioning the construct of 'susceptibility' in the causal link between tobacco industry promotion and adolescent smoking

A Lee, D Mizerski, K Mizerski

(2004), ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1-1

conference

Funded Projects at Deakin

Industry and Other Funding

Understanding the changing behaviour of SME customers

Dr Michael Valos, Mr Michael Callaghan, Dr Alvin Lee

  • 2016: $7,244
  • 2015: $34,578

Research to develop a trust mark for the Murrumbidgee Irrigation Area

Dr Alvin Lee, Dr Michael Valos

  • 2017: $23,000

Supervisions

No completed student supervisions to report