Staff profile - Alvin Lee

Staff image

Dr Alvin Lee

Position: Lecturer In Marketing
role description
Faculty or Division: Faculty of Business and Law
Department: BL Deakin Business School
Campus: Melbourne Burwood Campus
Phone: +61 3 924 46966 +61 3 924 46966
Email: a.lee@deakin.edu.au

Biography

Biography

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


Biography summary

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

He has rich experience as a practitioner in marketing.


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


Affiliations

American Marketing Association

Australian Marketing Institute

ANZMAC

Golden Key

MagScholar


Academic

Teaching Interests

Strategy

Branding

Research Methods


Subjects and units currently teaching

Strategic Marketing

Branding

Business to Business

Marketing Management (Principles of Marketing)


Expertise categories

Expertise summary

My research focuses on practical marketing issues that affect consumers??? lives. This is expressed in literatures addressing marketing strategy and marketing public policy. In addition to scholarly publications, my research focus includes industry consultancies and government grants. 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.

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


Student supervision

2015 Miss Rebecca Heng (Honours)

2014 Mr Alvin Liau (PhD)


2010 Dr. Yang Jinchao (completed PhD), Miss Nicky Chua Hui Min (graduated Masters Project), Miss Chua Wan Ying (graduated Masters Project), Miss Tahlia Stolaski (completed industry attachment)


2009 Miss Jessica Gatti (completed industry attachment)


2008 Mr. Carlo Andrecchio (completed industry attachment)


2007 Miss Lucy Lynch (completed industry attachment)

Helped in PhDs of Shasha Wang, Pham Cao Thang, Desmond Lam, Alfred Ogle, John Jiang.


Conferences and seminars

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. [Paper 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.


 

Media appearances

Today Tonight, radio talk back shows

Awards

Awards and prizes

  • 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


Research

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


Research grants

Notable Research Grants
2014 Lee, Alvin. School of Management and Marketing Research Grant (5k).


2013 Lee, Alvin, David Bednall, Sheila Nguyen, Nicki Dowling, “Gambling Prevalence among International Students in Australia” Bowater Trust Grants Scheme with Top Up from Deakin University Faculty of Business and Law Research Committee (20k).


2013 Lee, Alvin. School of Management and Marketing Research Grant (6k).


2012 Lee, Alvin, David Bednall, Jinchao Yang, George Li, Dick Mizerski, Saalem Sadeque, “Resistance to Information Search,” submitted 7 March 2012, Deakin School of Management & Marketing Small Research Grants Application (Granted $5k).


2011 Lee, Alvin, Wang Zhongmin, Michael Polonsky, “Perceived Egregiousness and Boycott Intensity: How Did the Deepwater Horizon Oil Spill Affect BP Petrol Sales in the US?” submitted 16 February 2011, Centre for Sustainable and Responsible Organizations Grant (Granted $20k) – awarded March 7, 2011.


2011 Lee, Alvin, Richard Mizerski, Saalem Sadeque, Jinchao Yang, Jianyao Li, “Resistance to Information Acquisition,” Deakin School of Management & Marketing Small Research Grants Application (Granted $5k) – awarded March 17, 2011.  Grant was highly commended by awarding committee and is used as an exemplar for grant writing, posted on Deakin University website.


Publications

Publications

Journals
Jolley, William, Alvin Lee, Richard Mizerski and Saalem Sadeque (2012), “Permission Email Messages Significantly Increase Gambler Retention,” Journal of Business Research, available at: http://dx.doi.org/10.1016/j.jbusres.2012.12.005.


Mizerski, Richard, Katherine Mizerski, Desmond Lam and Alvin Lee (2012), “Gamblers’ Habit,” Journal of Business Research, available at: http://dx.doi.org/10.1016/j.jbusres.2012.12.004.


Lam, Desmond, Alvin Lee and Richard Mizerski (2009), “The Effects of Cultural Values in Word-of-Mouth Communication,” Journal of International Marketing, 17 (3), 55-70.


Li, Jianyao, Alvin Lee, Richard Mizerski and Fang Liu (2009), “The Relationship between Attitude and Behavior: An Empirical Study in China,” Asia Pacific Journal of Marketing and Logistics, 21 (2), 216-42.

 

Books

Lee, Alvin, Jinchao Yang (Alex), Dick Mizerski and Claire Lambert (2015), The Strategy of Global Branding and Brand Equity, Routledge, Abingdon, Oxon OX and New York, NY. [Research Monograph]. ISBNL 978-0-415-74910-7 (hbk), 978-0-415-74911-4 (pbk), 978-1-315-72252-8 (ebk).


Lee, Alvin and Mark Edwards (2013), Marketing Strategy: A Life-cycle Approach, Cambridge University Press, Melbourne, Australia, ISBN: 978-107-60729-3.

Edwards, Mark, and Alvin Lee (2013) Marketing Strategy: Casebook, Cambridge University Press, Melbourne, Australia, ISBN: 978-1107-607309.
Lee, Alvin, Wenge Fu and Jinchao Yang (2013), Stepping Forward Strategically in China’s Markets, Cengage, Singapore. ISBN 13:978-981-265-191-4, ISBN 10: 981-265-191-8


Lee, Alvin and Jinchao Yang (2010), Managing China’s Markets Strategically, Cengage, Singapore. ISBN: 978 0 17 019736 6.


Lee, Alvin (2010), Strategy and Markets: How Good Thinking Multiplies Marketing Effectiveness, Cengage, Australia, ISBN: 978 0 17 019396 2.


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