Profile image of Alvin Lee

Dr Alvin Lee

STAFF PROFILE

Position

Senior Lecturer

Faculty

Faculty of Business and Law

Department

BL 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

Dr Alvin Lee is a senior lecturer in the Department of Marketing in Deakin Business School. Alvin completed his Diploma of Business in Marketing, Bachelor of Business and Master of Business from Edith Cowan University. He completed his PhD at the University of Western Australia.

Alvin is a happy, engaged and inquisitive academic who likes to solve problems numerically. He is innovative and enterprising and enjoys building things. To do this, Alvin gathers groups of interesting people who see the problem in different ways. These traits have led him to a career in academia, where he enjoys researching, teaching and interacting with people.

Alvin services colleagues and the community through strategic planning, the leadership of degrees and cognate areas at school, faculty and university levels. His entrepreneurial traits have led to success in attracting external funding for his teaching, service and research projects. Alvin tries to be current and relevant and to enjoy what he does and seeks to produce quality work.

He is interested in all things related to technology and consults on projects related to digital marketing and technology.

Read more on Alvin's profile

Research interests

  • Susceptibility to Product Trial
  • Word-of-Mouth
  • Product Adoption
  • Diffusion of Ideas and Innovations
  • Marketing Strategy
  • Quantitative Methods,
  • Experiments
  • Green Cars/Fuel
  • International Markets
  • Early Childhood Learning
  • Web and Electronic Information Management

Affiliations

  • Member, American Marketing Association (AMA).
  • Member, Australian Marketing Institute (AMI).
  • Member, Australia and New Zealand Marketing Academy (ANZMAC).
  • Member, Global Alliance of Marketing & Management Association (GAMMA).
  • Member, Golden Key.
  • Member, MAGScholar – Marketing in Asia Group.
  • Certified Practicing Marketer - Australian Marketing Institute
  • Golden Key International Honour Society

Teaching interests

  • Strategy
  • Branding
  • Retailing
  • Research Methods

Units taught

  • MMK325 - Strategic Marketing
  • MBA720 - Marketing Management (Principles of Marketing)
  • MMK226 - Retailing
  • MMK295 - Integrated Marketing Communications
  • Branding
  • Business-to-Business

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

My research focuses on practical marketing issues that affect consumers' lives. This is expressed in the literature 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

  • 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

Research groups

Launchpad 

Ma.Gic

Awards

  • 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.

Publications

Filter by

2019

Deciding discipline, course and university through TOPSIS

Chiharu Nanayakkara, William Yeoh, Alvin Lee, Alireza Moayedikia

(2019), pp. 1-16, Studies in higher education, Abingdon, Eng., 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

Lancme 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, 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, 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), 8th International Conference on Service Systems and Service Management - Proceedings of ICSSSM'11, 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

  • 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

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