Professor Richard Lee

Marketing Academic

Prior to joining the Institute in 2007, Richard spent 15 years in various sales and marketing management positions in Asia. Richard also sits on the management committee of China Business Network South Australia (CBNSA), whose charter is to promote business ties between South Australia and China through private business and government initiatives. His research expertise in marketing in Asia helps clients to gain insights into customer base and to develop business strategies to enhance competitiveness, particularly for those doing business in Asia.

Academic Publications

Khan, H, Amankwah-Amaoh, J, Lee, R, Knight, G & Hussain, N 2024, ‘Breaking barriers: how do the marketing capabilities of emerging-market micro-multinationals drive social innovation?‘, Management International Review, online, pp. 1-26.

Saeed, MR, Lee, R, Lockshin, L, Bellman, S, Yang, S & Cohen, J 2024, ‘How best to advertise low-fit brand extensions: a construal level theory perspective‘, Journal of Consumer Marketing, vol. 41, no. 1, pp. 94-109.

Gupta, N, Sardana, D & Lee, R 2023, ‘Dynamic capabilities that matter for business failure versus survival‘, Industrial Marketing Management, vol. 116, pp. 40-50.

Khan, H, Khan, Z, Lee, R & Lew, YK 2023, ‘Confrontation-coping: a psychological approach to developing market exporting firms’ intentions to adopt emerging technologies‘, Technological Forecasting and Social Change, vol. 194, article no. 122697, pp. 1-11.

Khan, H, Lee, R & Khan, Z 2022, ‘The interaction of social influence and message framing on children’s food choice‘, European Journal of Marketing, vol. 56, no. 11, pp. 2959-2977.

JHT Lau, H Khan, R Lee, LS Lockshin, A Sharp, J Buckley, R Midgley (2022), ‘Tackling obesity in aged-care homes: the effects of environmental cues’, European Journal of Marketing

H Khan, R Lee, Z Khan (2022), ‘The interaction of social influence and message framing on children’s food choice’, European Journal of Marketing

J Cohen, L Lockshin, A Corsi, J Bruwer, C Driesener, R Lee (2022), ‘The China wine market: How wine is gaining cultural value in Chinese culture’, The Routledge Handbook of Wine and Culture, 405-414

A Bakar, H Khan, NH Hashim, R Lee (2021), ‘The strange bedfellows of packaging cues and religiosity’, Journal of Global Scholars of Marketing Science, 1-14

R Lee, K Hoe Looi, M Faulkner, L Neale (2021), ‘The moderating influence of environment factors in an extended community of inquiry model of e-learning’, Asia Pacific Journal of Education 41 (1), 1-15

R Lee, H Khan, S Bellman (2021), ‘Mere association of product image and travel destination’, Annals of Tourism Research 86, 103062

J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), ‘The mental availability of different countries of origin in China’, Wine & Viticulture Journal 35 (1), 68-69

E Gray, HT Lau, R Lee, L Lockshin, C Nguyen, Y Zhu (2020), ‘Effectiveness of food-related cues and portion size effect’, Australasian marketing journal 28 (4), 325-331

H Khan, S Freeman, R Lee (2020), ‘New product performance implications of ambidexterity in strategic marketing foci: a case of emerging market firms’, Journal of Business & Industrial Marketing

H Khan, R Lee (2020), ‘Does packaging influence taste and quality perceptions across varying consumer demographics?’, Food Quality and Preference 84, 103932

J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), ‘China: Exploring media options to reach wine buyers in China’, Wine & Viticulture Journal 35 (3), 68-69

H Khan, R Lee (2020), ‘A sociolinguistic perspective of the effects of packaging in bilingual markets’, Journal of Brand Management 27 (2), 130-142

J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2020), ‘Exports: Where wine is bought in China and why it matters’, Wine & Viticulture Journal 35 (2), 55-56

R Lee, Y Lee (2019), ‘The role of nation brand in attracting foreign direct investments: a case study of Korea’, International Marketing Review

J Cohen, C Driesener, A Huang, L Lockshin, A Corsi, J Bruwer, R Lee (2019), ‘What brings a Chinese alcohol drinker into the wine category?’, Wine & Viticulture Journal 34 (1), 67-68

R Lee, L Lockshin, J Cohen, A Corsi (2019), ‘A latent growth model of destination image’s halo effect’, Annals of tourism research 79, 102767

Y Lee, R Lee (2019), ‘Economic environment’, Doing Business in Korea, 9-23

YI Lee, R Lee (2019), ‘The Korean economy: From growth to maturity’, Routledge

R Lee, KH Looi, H Khan, H Soong, L Neale (2019), ‘Measuring students’ justificatory reasoning approaches’, Issues in Educational Research 29 (3), 807-822

HT Lau, R Lee (2018), ‘Ethnic media advertising effectiveness, influences and implications’, Australasian Marketing Journal (AMJ)

S Soleimani, J Bruwer, MJ Gross, R Lee (2018), ‘Astro-tourism conceptualisation as special-interest tourism (SIT) field: a phenomonological approach’, Current Issues in Tourism, 1-16

H Khan, R Lee, L Lockshin (2017), ‘The effects of packaging localisation of Western brands in non-Western emerging markets’, Journal of Product & Brand Management 26 (6), 589-599

H Khan, L Lockshin, R Lee, A Corsi (2017), ‘When is it necessary to localise product packaging?’, Journal of Consumer Marketing 34 (5), 373-383

R Lee, KT Lee, J Li (2017), ‘A memory theory perspective of consumer ethnocentrism and animosity’, European Journal of Marketing 51 (7/8), 1266-1285

J Cohen, A Corsi, L Lockshin, J Bruwer, R Lee (2017), ‘China: What do ‘luxury’, ‘premium’ and ‘fine’ wine mean in China?’, Wine & Viticulture Journal 32 (3), 63-64

J Cohen, A Corsi, L Lockshin, R Lee, J Bruwer (2017), ‘China-this isn’t the time to pat ourselves on the back’, Wine & Viticulture Journal 32 (2), 28-29

L Lockshin, AM Corsi, J Cohen, R Lee, P Williamson (2017), ‘West versus East: Measuring the development of Chinese wine preferences’, Food Quality and Preference 56, 256-265

J Bowe, R Lee, L Lockshin, C Rungie (2016), ‘A demonstration of structural choice modelling in a market research context’, International Journal of Market Research 58 (6), 859-879

R Lee, L Lockshin, L Greenacre (2016), ‘A memory-theory perspective of country-image formation’, Journal of International Marketing 24 (2), 62-79

JW Wilkinson, G Trinh, R Lee, N Brown (2016), ‘Can the negative binomial distribution predict industrialpurchases?’, Journal of Business & Industrial Marketing 31 (4), 543-552

R Lee, AM Corsi, J Cohen, L Lockshin (2015), ‘China: They came, they like and they buy: Turning tourists into long-term customers’, Wine & Viticulture Journal 30 (6), 64

Khan, H., Lee, R., & Lockshin, L. (2015, in-press). ‘Do ethnic cues improve advertising effectiveness for ethnic consumers?’, Australasian Marketing Journal.

Wilkinson, J., Trinh, G., Lee, R. & Brown, N. (2015, in-press). ‘Can the Negative Binomial Distribution Predict Industrial Purchases?’, Journal of Business and Industrial Marketing.

Tan, J. & Lee, R (2015). ‘An Agency Theory scale for Financial Services’, Journal of Services Marketing, 29(5). DOI: 10.1108/JSM-02-2014-0039.

Khan, H., Lee, R., & Lockshin, L. (2015). ‘Localising the Packaging of Foreign Food Brands: A Case of Muslim Consumers in Pakistan’, Journal of Product and Brand Management, 24(4). DOI: 10.1108/JPBM-08-2014-0694.

Lee, R. & Mazodier, M. (2015). ‘The Roles of Consumer Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects’, European Journal of Marketing, 49(5/6), 919-942.

Bakar, A., Lee R., and Rungie, Cam (2014). The Effects Of Religious Symbol in Packaging on Muslim Consumer Responses, Australasian Marketing Journal, 21(3), 198–204.

Lee, K.T.*, Lee Y.L.*, Lee R.* (2014), Economic Nationalism and Cosmopolitanism: A Study of Interpersonal Antecedents and Differential Outcomes, European Journal of Marketing, 48(5/6), 1133-1158 (* equal first authors).

Bakar, A., Lee, R., & Hashim, N. H. (2013). Parsing Religiosity, Guilt and Materialism on Consumer Ethics, Journal of Islamic Marketing, 4(3), 232-244.

Bowe, J., Lockshin, L., Lee, R. & Rungie, C. (2013). Old Dogs, New Tricks – Rethinking Country Image Studies. Journal of Consumer Behavior, 12(6), 460-471.

Lee, R. & Lee, K.-T. (2013). The Longitudinal Effects of a Two-Dimensional Consumer Animosity, Journal of Consumer Marketing, 30(3), 273 – 282.

Lee, R., & Lockshin, L. (2012). Reverse Country-of-Origin Effects of Product Perceptions on Destination Image, Journal of Travel Research, 51(4), 502-511.

Lee, R. & Neale, L. (2012). Interactions and Consequences of Inertia and Switching Costs, Journal of Services Marketing, 26(6), 365-374.

Soong, H., Lee, R. & John, G. (2012), Cultural Differences in Justificatory Reasoning, Educational Review, 64(1), 57-76.

Zorn, S., Lee, R., & Murphy, J. (2012). Marketing Implications of Traditional and ICT-Mediated Leisure Activities, Behaviour & Information Technology, 31(4), 329-341.

Lee, R. & Faulkner, M. (2011), The Roles of Extrinsic Factors in a Community of Inquiry Model of e-learning, E-learning, 8(1), 58-67.

Lee, R., Rungie, C., & Wright, M. (2011). Regularities In the Consumption Of Subscription Services, Journal of Product & Brand Management, 20(Fall), 182-189.

Lee, R. & Lockshin, L. (2011). Halo Effects of Tourists’ Destination Image on Domestic Product Perceptions, Australasian Marketing Journal, 19(1), 7-13.

Murphy J., Lee, R., and Swingler, E. (2011), Student Perceptions and Adoption of University Smart Card Systems, International Journal of Technology and Human Interface, 7(3), 1-15.

Lee, R., Klobas, J., Tezinde, T., & Murphy, J. (2010). The Underlying Social Identities of a Nation’s Brand, International Marketing Review, 27(4), 450-465.

Lee, R. (2009). A New Use for NBD: Old Models Can Fit New Data and Conditions, Marketing Research, Fall, 31-32.

Lee, R., Murphy, J., & Neale, L. (2009). The Interactions of Consumption Characteristics on Social Norms, Journal of Consumer Marketing, 26(4), 277-285.

Lee, R., Murphy, J., & Swilley, E. (2009). The Moderating Influence of Hedonic Consumption in an Extended Theory of Planned Behaviour, Service Industries Journal, 29(4), 539-555.

Lee, R. & Romaniuk, J. (2009). Relating Switching Costs to Positive and Negative Word-of-Mouth, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 54-67.

Lee, R., & Murphy, J. (2008). The Moderating Influence of Enjoyment on Customer Loyalty, Australasian Marketing Journal, 16(2), 11-21.

Lee, R., & Murphy, J. (2007). The Consumption of Mobile Services by Australian Students, International Journal of Mobile Marketing, 1(1), 13-20.


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