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Zoe Lee


  • 8 WEST 4.09A

Accepting PhD Students

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Personal profile

Research interests

My research focuses on understanding the dynamics of brand management. I study how managers manage their corporate brands, particularly in dealing with multiple stakeholders with different set of identities. For example, how can brand orientation and market orientation co-exist in harmony? What’s the influence of corporate heritage? How do stakeholders respond to corporate rebrand? At a consumer level, I am interested to study how consumers respond to negative brand information, for example doppelganger brand images. In particular, do they stay or walk away from the brand because it is perceived as inauthentic? I am currently working on a project to understand the evolution of brand equity concept which is funded by the British Academy. My work can be applied by managers seeking sustainable marketing strategy across different industries.

Willing to supervise PhD

Currently, I have completed one PhD supervision on creativity in advertising. I am interested in hearing from other PhD students who wish to research in the following areas:

  • The relationship between corporate rebrand and multiple identities.
  • The effects of brand parody (e.g doppelganger brand image) on brand experience and brand authenticity.
  • Employee based branding.
  • Evolution of brand equity research.

Willing to supervise PhD

Corporate branding, antibranding, hybridity in organizational identity

Education/Academic qualification

Marketing, Master in Science, University of Birmingham


Marketing, Doctor of Philosophy, University of the West of England


Business & Management, Master of Arts, University of the West of England


Chemical Engineering, Bachelor of Engineering, University of Birmingham


External positions

Visiting Research Fellow, University of Bristol


Ad hoc Researcher on National Cancer Survivorship Initiative , CLIC Sargent

2009 → …

Teaching Fellow, University of Bristol


Research Assistant, Network Research

2005 → …

Research Teaching Associate, University of the West of England


Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2010 2017

Doppelganger brand image

Simonyan, I., Lee, Z., Ang, D. & Grewal, D.

4/07/17 → …

Project: OtherResearch

Uncovering the History of Customer Based Brand Equity Model

Lee, Z. & Beverland, M.


Project: Research council

Charity Mergers

Lee, Z.


Project: Research council

Research Output 2010 2018

  • 7 Paper
  • 5 Article
  • 3 Conference contribution

Towards a deeper understanding of changing meaning of heritage identity: The case of a nonprofit rebrand

Lee, Z., 2018, IABS Business and Society Conference.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Evolution of brand equity: knowledge co-creation between Unilever, advertising agencies and academics, 1950-2000

Lee, Z., Hang, H. & Beverland, M., 30 Jun 2017.

Research output: Contribution to conferencePaper

1 Citations

Managing dual identities in nonprofit rebranding: An exploratory study

Lee, Z. & Bourne, H., 1 Aug 2017, In : Non-Profit and Voluntary Sector Quarterly . 46, 4, p. 794-816

Research output: Contribution to journalArticle

Open Access

The origin and evolution of brand equity idea: the story so far (1945-1990)

Lee, Z., Hang, H. & Beverland, M., 20 Jun 2017.

Research output: Contribution to conferencePaper

Consumers' responses to doppelganger brand images: destabilizing brand authenticity

Lee, Z., 1 Jul 2016.

Research output: Contribution to conferencePaper