Biography
I am a senior lecturer in the Department of Marketing in the Deakin Business School and also the course director for the Bachelor of Commerce. I am a happy, engaged and inquisitive person who tries to be relevant to others and my profession. This means that I volunteer for service and leadership roles. I believe that I can do things, thus I am innovative and enterprising and enjoy building things and solving puzzles. This makes me enjoy research and I take the effort to build and deliver relevant and enjoyable classes. This has translated to high teaching scores. I like what I do and have the pride to produce quality work. As such, I am an excellent leader for special projects.
Read more on Alvin's profileResearch interests
I am interested in investigating issues surrounding product adoption. This includes sub areas of electronic word-of-mouth, advertising and warning messages, media use, boycotts, influencers/celebrity endorsements. I also have interests in sample selection and attrition, data pre-processing methods, sampling bias. I also have an emerging interest in topics relating to marketing strategy such as marketing myopia and the way specific strategies are chosen to address specific market conditions.
Affiliations
- Member, Australian Marketing Institute (AMI), Certified Practicing Marketer
- Member, Golden Key National Honour Society.
Teaching interests
- Strategy
- Branding
- Retailing
- Research Methods
Units taught
- Retailing
- Branding
Knowledge areas
- Susceptibility to Product Trial
- Word-of-Mouth
- Product Adoption
- Diffusion of Ideas and Innovations
- Marketing Strategy
- Quantitative Methods, Experiments
- Gambling
- Tobacco
- Young Children
- Advertising and Promotions
Expertise
- Branding
- Children
- Corporate governance/responsibility
- Early childhood
- Marketing
Conferences
- Miller, R, Howell, G, Lee, A 2018, Do Slot Machine Proliferation and Gambling Expenditure Really Impact on Problem Gambling Prevalence? Implications for Policy and Research, 17th International Conference on Gambling & Risk Taking, May29-30, The University of Las Vegas, Ceasars Palace, Las Vegas, Nevada.
- Lambert, C & Lee, A 2018, 'Videotisements: An emerging advertising medium targeting children', paper presented to GMC Global Marketing Conference, Tokyo Japan.
- Bandyopadhyay, A, Hall, J, Wong, HY & Lee, A 2017, 'The cyclic relationship between salience and resonance', in Australia New Zealand Marketing Association Conference, Melbourne, Australia.
- Bandyopadhyay, A, Hall, J, Wong, HY & Lee, A 2017b, 'Building brand equity: An empirical validation and assessment of Keller's CBBE model', in Academy of Marketing Conference, Hull, UK.
- Bandyopadhyay, A, Hall, J, Wong, HY & Lee, A 2017b, 'Leveraging a brand by linking it to a place', in American Marketing Association Summer Educators Conference, San Francisco, USA.
- Lee, A, Mizerski, D, Wang, S & Yang, J 2014, 'Fear packaging', in American Marketing Association Summer Conference, San Francisco, USA.
- Sharma-Acharya, D, Wang, S, Mizerski, D, Lambert, C, Lee, A & Yang, J 2014, 'Young children’s persuasion knowledge positively related to influencing others', in American Marketing Association Summer Conference, San Francisco, USA.
- Wang, Z, Lee, A & Polonsky, M 2014, 'Perceived egregiousness and boycott intensity: Evidence from the BP Deepwater Horizon oil spill. [Paper won the best paper award]', in Alliance for Research on Corporate Sustainability Conference at Cornell (Annual Conference), Ithica, New York, USA.
- Lee, A, Mizerski, D & Yang, J 2013, 'Predicting Brand Choice at the Point of Decision', in Asia Pacific CHRIE Conference, Macau, SAR China.
- Lee, A, Mizerski, D, Yang, J & Wang, S 2013, 'Identifying the Latent Effects of Selecting Samples Using Extreme Responses: LESSER', in Marketing and Public Policy Conference, Washington DC, USA.
- Lee, A, Wang, Z, Polonsky, M & Mizerski, D 2012, 'A Behavioural Study of Consumer Boycott', in Australia New-Zealand Marketing Association Conference, Adelaide, Australia.
- Lee, A, Mizerski, D, Jolley, W, Sadeque, S, Wang, S & Jiang, J 2012, 'Boomerang effects of gambling warnings exposed to non-problem gamblers', in Australia New-Zealand Marketing Association Conference, Adelaide, Australia.
- Lee, A & Sadeque, S 2012, 'Identifying consumers who resist looking for information', in Academy of Marketing Conference, Southampton, UK.
- Sadeque, S, Mizerski, D & Lee, A 2012, 'Identifying race bettor groups by their gambling behaviour', in Academy of Marketing Conference, Southampton, UK.
- Yang, J, Lee, A & Mizerski, R 2012, 'The effect of brand knowledge in predicting brand preference across cultures', in Consumer Brand Relationships Conference, Boston, USA.
- Lee, A, Sadeque, S, Mizerski, R & Jolley, W 2012, 'The unintended consequence of an EGM warning', in Marketing and Public Policy Conference, Washington D.C., USA.
- Jolley, W, Mizerski, R, Lee, A & Sadeque, S 2012, 'Permission email messages significantly increase gambler retention', in Marketing and Public Policy Conference, Washington D.C., USA.
Professional activities
Google Scholar
https://scholar.google.com/citations?user=qljqoI0AAAAJ&hl=en
Media appearances
Australia cooperated with HSB in practical experiences at Vietnamese enterprises’, Deakin University, Hanoi School of Business and Management, Vietnam, 2017.
Lee, A 2020, 4th Industrial Revolution Inti International University, Faculty of Business, Online, 14 July.
Lee, A 2020, Doing what you like and liking what you do, a path forward in the Fourth Industrial Revolution, Inti International University, Faculty of Information Technology, Online, 4 Nov.
Lee, A 2020 Start a business, doing what you love, Deakin College Jakarta, Indonesia, Online, 19 Aug.
Lee, A 2019, 4th Industrial Revolution: An Overview and Challenges, 13 Dec edn, Government of Bangladesh and CSaRO Capacity Building Program, Melbourne Australia.
Lee, A 2017, Practical experiences at Vietnamese enterprises, 21 Nov edn, Hanoi School of Business and Management, http://hsb.edu.vn/index.php/en/hsb-mba-online/1256-deaking-university-australia-cooporated-with-hsb-en.html.
Lee, A 2018, numerous presentations on various topics at more than 20 universities worldwide as part of my director role for the Master of Marketing.
Lee, A 2016, Brand preference and loyalty – Australia vs. China, Deakin China Business and Economic Research Centre Launch Event, Burwood, VIC, Australia.
Lee, A 2015, Doing business in China, Great Southern Small Business Festival, Warrnambool, VIC Australia.
Lee, A 2015, Sustainable building and town planning, Deakin University, Burwood, VIC Australia.
Lee, A 2014, Doing business in China, Warrnambool Small Business Festival, Warrnambool, VIC Australia.
Lee, A 2014, Strategy in China, China Agricultural University, Beijing China.
Lee, A 2011, Building Chinese brand equity internationally: Measuring of BK ??? BE, China Agricultural University, Beijing, China, Oct 31.
Lee, A 2011, A model to identify consumers with high resistance to searching for information, Xi’An Jiaotong University, Xi’An, China, 3 Nov.
Lee, A Impulse purchases 2010, Radio, R Woolf, Australia, July 12. Distributed by ABC Network.
Lee, A Gen-Y, Fuelwatch and mobile telephones – the buying habits of young people 2008, TV, M Kos, Australia, 30 July. Distributed by Seven Network.
Lee, A 2007, Consumer use and perception of Fuelwatch prior to proposed implementation of National Fuelwatch Scheme, Australian Competition and Consumer Commission Investigators in Crown Inquiry into Fuel Price Cycle, Australia, 2 April.
Lee, A 2007, Interviewed by Senator Eric Abetz on findings about fuel price cycles and fuel buyer behaviour, The University of Western Australia, Perth, Australia, 4 May.
Magazine articles
Valos, M & Lee, A 2017, 'What role does social media play in B2B lead generation?', Marketing, July 12.
Valos, M & Lee, A 2017, 'Why agile marketing doesn’t give you permission to make it up as you go along', Marketing, March 27.
Valos, M & Lee, A 2016, 'Is the lack of clear definition for the CMO role a necessary evil?', Marketing, no. The Lead Issue, April 11.
Valos, M & Lee, A 2016, 'The pros and cons of outsourcing marketing and working with agencies', Marketing, no. The Lead Issue, Oct/Nov.
Valos, M & Lee, A 2016, 'Transcending education to grow as a professional marketer', Marketing, no. The Lead Issue, July 11.
Valos, M & Lee, A 2016, 'What matters more than skill?', Marketing, no. The Social Issue April 20.
Research groups
Ma.Gic
Awards
- Meredith Dairy cultured goat milk product and market development. Category 3. AUD $42,778.
- Phoenix Australia perceived as a leading posttraumatic mental health brand – Steps 1 & 2, Active, Phoenix Australia, Category 2. AUD $53,500, Australia, 2018
- Research to develop a trust mark for the Murrumbidgee Irrigation Area – Phase 1, Completed, Department of Industry New South Wales, Category 2. AUD $25,500, Australia, 2016.
- CGU online communities 2, Completed, CGU, Melbourne, Australia, Category 3. AUD $34,500, Australia, 2015.
- Apps for food marketing, Active, Deakin University, AUD $5,000, Australia, 2015.
- Videotisements, Active, Faculty research grant Deakin University, AUD $6,000, Australia and Singapore, 2015.
- Gambling prevalence among international students in Australia, Active, Bowater Trust, Category 3. AUD $3,200, Australia, 2015.
- Best Paper award at Alliance for Research on Corporate Sustainability, Cornell University, 2014.
- Awarded Deakin Small Grant AUD $5,000, 2012.
- Awarded Deakin Small School Grant AUD $5,000, 2011.
- Awarded CSARO Grant AUD $20,000, 2011.
- Nominated for Best Lecturer Award, 2003-2010.
- Nominated for Best Paper award at the American Psychological Association Conference, USA, 2010.
- The University of Western Australia (UWA) Fuel Watch Award, 2009.
- Department of Commerce Commissioner’s Commendation for Service by Hon. Senator Eric Abetz (Deputy Leader of the Opposition in Senate, Shadow Minister for Innovation, Industry, Science and Research), 2008.
- The University of Western Australia (UWA), ANZMAC Competitive Travel Award, 2008.
- The University of Western Australia (UWA) PGA Competitive Travel Bursary, 2005.
- Best Marketing Graduate Edith Cowan University (Runner-up), 2001.
- Most Valuable Student Edith Cowan University (Runner-up), 2001.
- Recipient of the Perth Institute of Business and Technology’s inaugural Student Bursary, 1998.
Projects
Lee, A, Nguyen, G, Chan, K, Sahrareen, S, Mishra, S, Yip, A, Yusuf, A, Hall, J & Valos, M 2018, Phoenix Australia perceived as a leading posttraumatic mental health brand: Discovery Report 1, Phoenix Australia, Melbourne, Australia.
Lee, A, Nguyen, G, Chan, KY, Sahrareen, S, Mishra, S, Yip, A, Yusuf, A, Hall, J & Valos, M 2018, Phoenix Australia perceived as a leading posttraumatic mental health brand: Discovery Report 2, Phoenix Australia, Melbourne, Australia.
Lee, A, Valos, M, Vallabh, A, Keeley, D, Tsecoutanis, M & Liew, H 2017, 3 River brand and trust mark, Griffith Business Chamber and New South Wales Department of Industry, Griffith, NSW.
Lee, A 2010, Synopsis of experiments into effectiveness of Facebook & Twitter vs. the Department of Consumer Protection's corporate web-page, Department of Commerce, Perth, Australia.
Lee, A 2009, Research report on property rental legislation awareness in WA, Department of Commerce, Perth, Australia.
Reid, I, Berrett-Lennard, S, Chalmers, D, Lee, A, Longnecker, N, Saunders, I, Tavner, A, Venville, G & Nottle, S 2009, Communication Skills Working Party report: Future Framework implementation, The University of Western Australia, Perth, Australia.
Lee, A 2009, Research report: Research findings about the level of knowledge of W.A. consumers about Western Australian Consumer Protection Laws, Department of Commerce, Perth, Australia.
Lee, A & Mizerski, R 2007, Report for the Department of Consumer and Employment Protection (Western Australia) for the Perth metropolitan ULP market: 2004 and 2005 quarters, Department of Consumer and Employment Protection (WA), Perth, Australia.
Lee, A 2003, Brief initial feasibility study of Karratha region housing, rental, & hotel market, TTH and Associates, Perth, Australia.
Publications
Learnings and Implications of Virtual Hackathon
Shan Wang, William Yeoh, Jie Ren, Alvin Lee
(2022), Vol. 62, pp. 547-559, Journal of Computer Information Systems, London, Eng., C1
Deciding discipline, course and university through TOPSIS
C Nanayakkara, W Yeoh, A Lee, A Moayedikia
(2020), Vol. 45, pp. 2497-2512, Studies in Higher Education, C1
Egregiousness and boycott intensity: evidence from the BP Deepwater Horizon oil spill
Z Wang, A Lee, M Polonsky
(2018), Vol. 64, pp. 149-163, Management Science, Catonsville, Md., C1
Young children as consumers: their vulnerability to persuasion and its effect on their choices
R Mizerski, S Wang, A Lee, C Lambert
(2017), Routledge international handbook of consumer psychology, Abingdon, Eng., B1
The strategy of global branding and brand equity
A Lee, J Yang, R Mizerski, C Lambert
(2015), Abingdon, Eng., A1
A Lee, J Yang
(2013), pp. 371-386, Stepping Forward Strategically in China's Markets, Singapore, B1-1
R Mizerski, K Mizerski, D Lam, A Lee
(2013), Vol. 66, pp. 1605-1611, Journal of business research, New York, N. Y., C1
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
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
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
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
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
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
Strategy and markets : how good thinking multiplies marketing effectiveness
A Lee
(2010), Melbourne, A1-1
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
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
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
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
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
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
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
Bringing pedagogy to doctoral publishing
A Lee, B Kamler
(2008), Vol. 13, pp. 511-523, Teaching in higher education, Oxfordshire, U.K., C1
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
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
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
The Impact of Emirates Airline Direct Flights to Perth
A Lee, A Brown, J Wood
(2007), Perth, Australia, A6-1
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
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
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
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
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
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
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
A Lee, D Mizerski, K Mizerski
(2004), ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, Wellington, New Zealand, E1-1
Funded Projects at Deakin
Industry and Other Funding
Understanding the changing behaviour of SME customers
Dr Michael Valos, Dr Michael Callaghan, Dr Alvin Lee
Insurance Australia Limited
- 2016: $7,244
- 2015: $34,578
Research to develop a trust mark for the Murrumbidgee Irrigation Area
Dr Alvin Lee, Dr Michael Valos
Griffith Chamber of Commerce & Industry Inc
- 2017: $23,000
Supervisions
Argho Bandyopadhyay
Thesis entitled: Validating and Assessing Keller's Consumer-Based Brand Equity Model (CBBE) for purchasing regional wine.
Doctor of Philosophy, Department of Marketing