Profile image of Alvin Lee

Dr Alvin Lee

STAFF PROFILE

Position

Senior Lecturer

Faculty

Faculty of Business and Law

Department

Deakin Business School

Campus

Melbourne Burwood Campus

Qualifications

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

Contact

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

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 profile

Research 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

Word of mouth Tobacco Gambling Product adoption and diffusion
  • 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

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

Filter by

2022

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

journal article
2020

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

journal article
2018

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

journal article
2017

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

book chapter
2015

The strategy of global branding and brand equity

A Lee, J Yang, R Mizerski, C Lambert

(2015), Abingdon, Eng., A1

book
2013

Lancôme in China

A Lee, J Yang

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

book chapter

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 article

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 article
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 article

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 article

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
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 article

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 Impact of Emirates Airline Direct Flights to Perth

A Lee, A Brown, J Wood

(2007), Perth, Australia, A6-1

research report/technical paper

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, 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

Associate Supervisor
2019

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