Richard Lee

Prof Richard Lee

Professor

School of Marketing

College of Business and Law

Eligible to supervise Masters and PhD - email supervisor to discuss availability.

Available For Media Comment.

Dr Richard Lee is Professor of Marketing and Research Associate at the Ehrenberg Bass Institute. He is also Associate Director of the Australian Centre for Asian Business at the University of South Australia. Externally, Richard sits on the management committee the China Business Network SA (CBNSA), and on the Youth Committe of the Chinese Chamber of Commerce SA.
Richard holds a BSc and a MBus from Royal Melbourne Institute of Technology, and a PhD from University of Western Australia. Prior to academia, Richard spent 15 years managing sales and marketing functions with multinational IT companies in Asia. With extensive regional exposure, Richard worked in China for three years, where he headed a Beijing-based foreign-Sino joint venture company.
His research interests are in ethnic marketing and international marketing, particularly within the Asia Pacific region. His publications include Annals of Tourism Research, European Journal of Marketing, International Marketing Review, Journal of Travel Research, Journal of International Marketing, etc. Richard has won several grants to investigate how Australian firms can harness free trade agreements and how to boost export competitiveness.

International marketing with strong emphasis on Asian markets; Ethnic marketing and ethnic consumer behaviour; Country-of-origin effects

Year Citation
2025 Saeed, M. R., Khan, H., Khan, H., & Lee, R. (2025). A systematic review of applications, manipulations and manipulation checks of construal level theory in advertising. Communication Theory, 35(3), 63-95.
DOI Scopus4 WoS3
2025 Khan, H., Amankwah Amoah, J., Laker, B., Lee, R., & Sardana, D. (2025). Do environmental laws matter for corporate ethics and green process innovation in environment performance? The moderating role of institutional support. IEEE Transactions on Engineering Management, online, 1-29.
DOI
2024 Saeed, M. R., 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, 41(1), 94-109.
DOI Scopus9 WoS9
2024 Khan, H., Sardana, D., Gupta, N., Lee, R., Zhu, Y., & Jain, A. (2024). A longitudinal perspective of the determinants of B2B service firms' internationalisation performance. Industrial Marketing Management, 123, 173-187.
DOI Scopus2 WoS2
2024 Khan, H., Saeed, M. R., Bellman, S., & Lee, R. (2024). The effects and mechanism of discounting unit price. European Journal of Marketing, 58(8), 1941-1967.
DOI Scopus1 WoS1
2024 Bruwer, J., Cohen, J., Driesener, C., Corsi, A., Lee, R., Huang, A., & Lockshin, L. (2024). Chinese Wine Consumers’ Product Evaluation: Effects of Product Involvement, Ethnocentrism, Product Experience and Antecedents. Australasian Marketing Journal, 32(2), 91-188.
DOI Scopus9 WoS9
2024 Khan, H., Amankwah-Amoah, J., Lee, R., Knight, G., & Hussain, N. (2024). Correction to: Breaking Barriers: How Do the Marketing Capabilities of Emerging-Market Micro-Multinationals Drive Social Innovation? (Management International Review, (2024), 64, 4, (701-726), 10.1007/s11575-024-00538-4). Management International Review, 64(4), 757-758.
DOI
2024 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?. MIR: Management International Review: journal of international business, 64(4), 701-726.
DOI Scopus1 WoS2
2024 Saeed, M. R., Khan, H., Lee, R., Lockshin, L., Bellman, S., Cohen, J., & Yang, S. (2024). Construal level theory in advertising research: a systematic review and directions for future research. Journal of Business Research, 183(114870), 1-15.
DOI Scopus29 WoS29
2024 Khan, W., Saeed, M. R., Khan, H., & Lee, R. (2024). How teacher behaviour influences learning performance: the mediating role of student motivation. Perspectives in Education, 42(4), 39-53.
DOI Scopus4
2023 Drevets, P. D., & Lee, R. (2023). Could does not always mean should. JOURNAL OF THORACIC AND CARDIOVASCULAR SURGERY, 166(5), 1456-1457.
DOI
2023 Lee, R., & Robbins, H. A. (2023). PATHFINDER: another step on the uncharted path to multicancer screening. LANCET, 402(10409), 1213-1215.
DOI WoS2
2023 Coffey, P., & Lee, R. (2023). A Roadmap for the Next Generation of Innovators. SEMINARS IN THORACIC AND CARDIOVASCULAR SURGERY, 35(3), 522.
DOI
2023 Drevets, P. D., & Lee, R. (2023). Commentary: An ounce of prevention, but an ounce of what?. JOURNAL OF THORACIC AND CARDIOVASCULAR SURGERY, 166(2), 542-543.
DOI
2023 Badhwar, V., Rankin, J. S., Lee, R., McCarthy, P. M., & Wei, L. M. (2023). Contemporary left atrial appendage management during adult cardiac surgery. JOURNAL OF THORACIC AND CARDIOVASCULAR SURGERY, 165(4), 1398-1404.
DOI WoS13
2023 Khan, H., Khan, Z., Lee, R., & Lew, Y. K. (2023). Confrontation-coping: a psychological approach to developing market exporting firms' intentions to adopt emerging technologies. Technological Forecasting and Social Change, 194(122697), 1-11.
DOI Scopus8 WoS8
2023 Gupta, N., Sardana, D., & Lee, R. (2023). Dynamic capabilities that matter for business failure versus survival. Industrial Marketing Management, 116, 40-50.
DOI Scopus37 WoS35
2022 Khan, H., Lee, R., & Khan, Z. (2022). The interaction of social influence and message framing on children's food choice. European Journal of Marketing, 56(11), 2959-2977.
DOI Scopus10 WoS9
2022 Bakar, A., Khan, H., Hashim, H., & Lee, R. (2022). The strange bedfellows of packaging cues and religiosity. Journal of Global Scholars of Marketing Science, 33(1), 31-44.
DOI Scopus2 WoS2
2022 Lau, J. H. T., Khan, H., Lee, R., Lockshin, L., Sharp, A., Buckley, J., & Midgley, R. (2022). Tackling obesity in aged-care homes: the effects of environmental cues. European Journal of Marketing, 56(11), 3054-3077.
DOI Scopus5 WoS4
2021 Khan, H., Freeman, S., & Lee, R. (2021). New product performance implications of ambidexterity in strategic marketing foci: a case of emerging market firms. Journal of Business and Industrial Marketing, 36(3), 390-399.
DOI Scopus19 WoS22
2021 Lee, R., & Lee, Y. I. (2021). The role of nation brand in attracting foreign direct investments: a case study of Korea. International Marketing Review, 38(1), 124-140.
DOI Scopus26 WoS15
2021 Lee, R., Hoe Looi, K., Faulkner, M., & Neale, L. (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.
DOI Scopus35 WoS28
2021 Hunter, B., Reis, S., Campbell, D., Matharu, S., Ratnakumar, P., Mercuri, L., . . . Lee, R. (2021). Development of a Structured Query Language and Natural Language Processing Algorithm to Identify Lung Nodules in a Cancer Centre. FRONTIERS IN MEDICINE, 8, 10 pages.
DOI WoS7
2021 Lang, J. M., Sedgeman, L. R., Cai, L., Layne, J. D., Wang, Z., Pan, C., . . . Lusis, A. J. (2021). Dietary and Pharmacologic Manipulations of Host Lipids and Their Interaction With the Gut Microbiome in Non-human Primates. FRONTIERS IN MEDICINE, 8, 17 pages.
DOI WoS9
2021 Lee, R., De Coninck, V., Hente, R., Claessens, M., Duchateau, A., Doizi, S., & Keller, E. X. (2021). High-power, High-frequency Ho:YAG Lasers Are Not Essential for Retrograde Intrarenal Surgery. EUROPEAN UROLOGY FOCUS, 7(1), 5-6.
DOI WoS13
2021 Lee, R., Khan, H., & Bellman, S. (2021). Mere association of product image and travel destination. Annals of Tourism Research, 86(103062), 1-14.
DOI Scopus27 WoS23
2020 Gray, E., Lau, H. T., Lee, R., Lockshin, L., Nguyen, C., & Zhu, Y. (2020). Effectiveness of food-related cues and portion size effect. Australasian Marketing Journal, 28(4), 325-331.
DOI Scopus2 WoS2
2020 Vervoort, D., Luc, J. G. Y., Percy, E., Hirji, S., & Lee, R. (2020). Assessing the Collateral Damage of the Novel Coronavirus: A Call to Action for the Post-COVID-19 Era. ANNALS OF THORACIC SURGERY, 110(3), 757-760.
DOI WoS28
2020 Greenway, J., Gilreath, N., Patel, S., Horimatsu, T., Moses, M., Kim, D., . . . Weintraub, N. L. (2020). Profiling of Histone Modifications Reveals Epigenomic Dynamics During Abdominal Aortic Aneurysm Formation in Mouse Models. FRONTIERS IN CARDIOVASCULAR MEDICINE, 7, 11 pages.
DOI WoS15
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). Where wine is bought in China and why it matters. Wine & Viticulture Journal, 35(2), 55-56.
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). China: Exploring media options to reach wine buyers in China'. Wine & Viticulture Journal, 35(3), 68-69.
2020 Khan, H., & Lee, R. (2020). Does packaging influence taste and quality perceptions across varying consumer demographics?. Food Quality and Preference, 84(103932), 1-7.
DOI Scopus23 WoS18
2020 Khan, H., & Lee, R. (2020). A sociolinguistic perspective of the effects of packaging language in bilingual markets. Journal of Brand Management, 27(2), 130-142.
DOI Scopus24 WoS19
2020 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2020). The mental availability of different countries of origin in China. Wine & Viticulture Journal, 35(1), 68-69.
2019 Lee, R., Looi, K. H., Khan, H., Soong, H., & Neale, L. (2019). Measuring students' justificatory reasoning approaches. Issues in educational research, 29(3), 807-822.
2019 Soleimani, S., Bruwer, J., Gross, M. J., & Lee, R. (2019). Astro-tourism conceptualisation as special-interest tourism (SIT) field: a phenomenological approach. Current issues in tourism, 22(18e), 2299-2314.
DOI Scopus67 WoS48
2019 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., & Lee, R. (2019). What brings a Chinese alcohol drinker into the wine category?. Wine and viticulture journal, 34(1), 67-68.
2019 Lee, R., Lockshin, L., Cohen, J., & Corsi, A. (2019). A latent growth model of destination image's halo effect. Annals of Tourism Research, 79(102767), 13 pages.
DOI Scopus29 WoS26
2018 Lau, H. T., & Lee, R. (2018). Ethnic media advertising effectiveness, influences and implications. Australasian marketing journal, 26(3), 216-220.
DOI Scopus15 WoS11
2017 Cohen, J., Corsi, A., Lockshin, L., Lee, R., & Bruwer, J. (2017). China: this isn't the time to pat ourselves on the back. Wine & viticulture journal, 32(2), 28-29.
2017 Cohen, J., Corsi, A., Lockshin, L., Bruwer, J., & Lee, R. (2017). What do 'luxury', 'premium' and 'fine' wine mean in China?. Wine & viticulture journal, 32(3), 63-64.
2017 Lee, R., Lee, K. T., & Li, J. (2017). A memory theory perspective of consumer ethnocentrism and animosity. European journal of marketing, 51(7/8), 1266-1285.
DOI Scopus56 WoS49
2017 Khan, H., Lee, R., & Lockshin, L. (2017). The effects of packaging localisation of Western brands in non-Western emerging markets. Journal of product and brand management, 26(6), 589-599.
DOI Scopus17 WoS17
2017 Lockshin, L., Corsi, A. M., Cohen, J., Lee, R., & Williamson, P. (2017). West versus east: measuring the development of Chinese wine preferences. Food quality and preference, 56, 256-265.
DOI Scopus61 WoS46 Europe PMC5
2017 Khan, H., Lockshin, L., Lee, R., & Corsi, A. (2017). When is it necessary to localise product packaging?. Journal of Consumer Marketing, 34(5), 373-383.
DOI Scopus17 WoS12
2017 Chang, S. L., Patel, V., Giltner, J., Lee, R., & Marco, C. A. (2017). The relationship between ocular trauma and substance abuse in emergency department patients. AMERICAN JOURNAL OF EMERGENCY MEDICINE, 35(11), 1734-1737.
DOI WoS11
2016 Lee, R., Lockshin, L., & Greenacre, L. (2016). A memory-theory perspective of country-image formation. Journal of international marketing, 24(2), 62-79.
DOI Scopus75 WoS72
2016 Bowe, J., Lee, R., Lockshin, L., & Rungie, C. (2016). A demonstration of structural choice modelling in a market research context. International journal of market research, 58(6), 859-879.
DOI Scopus1 WoS1
2016 Wilkinson, J., Trinh, G., Lee, R., & Brown, N. (2016). Can the negative binomial distribution predict industrial purchases?. Journal of business and industrial marketing, 31(4), 543-552.
DOI Scopus13 WoS10
2015 Lee, R., Corsi, A. M., Cohen, J., & Lockshin, L. (2015). They came, they like and they buy: turning tourists into long-term customers. Wine & viticulture journal, 30(6), 64-65.
2015 Lee, R., & Tan, C. K. J. (2015). An agency theory scale for financial services. Journal of services marketing, 29(5), 393-405.
DOI Scopus12 WoS10
2015 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.
DOI Scopus48 WoS41
2015 Khan, H., Lee, R., & Lockshin, L. (2015). Localising the packaging of foreign food brands: a case of Muslim consumers in Pakistan. The journal of product and brand management, 24(4), 386-398.
DOI Scopus20 WoS17
2015 Khan, H., Lee, R., & Lockshin, L. (2015). Do ethnic cues improve advertising effectiveness for ethnic consumers?. Australasian marketing journal, 23(3), 218-226.
DOI Scopus23 WoS21
2014 Lee, K. T., Lee, Y. I., & Lee, R. (2014). Economic nationalism and cosmopolitanism: a study of interpersonal antecedents and differential outcomes. European journal of marketing, 48(5/6), 1133-1158.
DOI Scopus26 WoS19
2013 Bowe, J., Lockshin, L., Lee, R., & Rungie, C. (2013). Old dogs, new tricks - rethinking country-image studies. Journal of consumer behaviour, 12(6), 460-471.
DOI Scopus18 WoS14
2013 Bakar, A., Lee, R., & Rungie, C. (2013). The effects of religious symbols in product packaging on Muslim consumer responses. Australasian marketing journal, 21(3), 198-204.
DOI Scopus67 WoS54
2013 Lee, R., & Lee, K. T. (2013). The longitudinal effects of a two-dimensional consumer animosity. Journal of consumer marketing, 30(3), 273-282.
DOI Scopus30
2013 Bakar, A., Lee, R., & Hashim, N. H. (2013). Parsing religiosity, guilt and materialism on consumer ethics. Journal of Islamic marketing, 4(3), 232-244.
DOI Scopus38 WoS36
2012 Lee, R., & Neale, L. (2012). Interactions and consequences of inertia and switching costs. Journal of services marketing, 26(5), 365-374.
DOI Scopus64 WoS56
2012 Zorn, S. F., Lee, R. Y., & Murphy, J. (2012). Marketing implications of traditional and ICT-mediated leisure activities. Behaviour and information technology, 31(4), 329-341.
DOI Scopus3 WoS2
2012 Soong, H., Lee, R., & John, G. (2012). Cultural differences in justificatory reasoning. Educational review, 64(1), 57-76.
DOI Scopus6 WoS5
2012 Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of travel research, 51(4), 502-511.
DOI Scopus95 WoS88
2011 Lee, R., & Faulkner, M. (2011). The roles of extrinsic factors in a community of inquiry model of e-learning. E-Learning and Digital Media, 8(1), 58-67.
DOI Scopus5
2011 Lee, R., Rungie, C., & Wright, M. (2011). Regularities in the consumption of a subscription service. Journal of product and brand management, 20(3), 182-189.
DOI Scopus17 WoS15
2011 Murphy, J., Lee, R., & Swinger, E. (2011). Student perceptions and adoption of university smart card systems. International journal of technology and human interaction, 7(3), 1-15.
DOI Scopus6 WoS4
2011 Lee, R. Y. M., & Lockshin, L. S. (2011). Halo effects of tourists' destination image on domestic product perceptions. Australasian marketing journal, 19(1), 7-13.
DOI Scopus67 WoS60
2010 Lee, R. Y. M., Klobas, J., Tezinde, T., & Murphy, J. (2010). The underlying social identities of a nation's brand. International marketing review, 27(4), 450-465.
DOI Scopus27 WoS20
2009 Lee, R. Y. M., Murphy, J., & Neale, L. (2009). The interactions of consumption characteristics on social norms. Journal of consumer marketing, 26(4), 277-285.
DOI Scopus46
2009 Lee, R. Y. M., & Romaniuk, J. T. (2009). Relating switching costs to positive and negative word-of-mouth. Journal of consumer satisfaction, dissatisfaction and complaining behavior, 22, 54-67.
2009 Lee, R. Y. M., 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.
DOI Scopus37 WoS32
2009 Lee, R. (2009). Research issues : A new use for NBD. Marketing Research, 21(3), 31-32.
Scopus2
2008 Lee, R., & Murphy, J. (2008). The Moderating Influence of Enjoyment on Customer Loyalty. AUSTRALASIAN MARKETING JOURNAL, 16(2), 9.
2008 Lee, R. Y. M., & Murphy, J. (2008). The moderating influence of enjoyment on customer loyalty. Australasian marketing journal, 16(2), 11-21.
DOI Scopus25 WoS19

Year Citation
2019 Cohen, J., Driesener, C., Huang, A., Lockshin, L., Corsi, A., Bruwer, J., . . . Kilov, K. (2019). Understanding the category entry points for wine in China. In Proceedings of the Academy for wine business research (AWBR) international conference (pp. 301-302). South Africa: Stellenbosch University.
2016 Soleimani, S., Bruwer, J., Gross, M. J., & Lee, R. (2016). Destination image formation in an astronomical tourism heterogeneous market. In D. Fortin, & L. K. Ozanne (Eds.), Marketing in a post-disciplinary Era ANZMAC (pp. 1072-1078). New Zealand: University of Canterbury.
2015 Bowe, J., Lockshin, L., Rungie, C., & Lee, R. (2015). Wine and Tourism: A Good Blend Goes a Long Way. In K. Kubacki (Ed.), IDEAS IN MARKETING: FINDING THE NEW AND POLISHING THE OLD (pp. 309-312). CA, Monterey: SPRINGER-VERLAG BERLIN.
DOI Scopus3 WoS3
2011 Bakar, A., Lee, R., & Rungie, C. (2011). The use of religious symbols on packaging to influence product preference and rating. In Australian and New Zealand Marketing Academy Conference 2011 proceedings: Marketing in the age of consumerism: Jekyll or Hyde? (pp. 1-7). Australia: ANZMAC.
2011 Bakar, A., Wilkinson, J. W., & Lee, R. (2011). An Islamic perspective of internal marketing. In Global Islamic Marketing Conference (pp. 1-24). United Arab.
2009 Lee, R. Y. M., & Lockshin, L. S. (2009). Halo effects of travel destination image on domestic products. In T. Tojib, & D. Dewi (Eds.), Australian and New Zealand marketing academy conference proceedings: ANZMAC. Australia: ANZMAC.
2009 Tan, C. K. J., Bowe, J. H., & Lee, R. Y. M. (2009). Agency theory and the acceptance of financial advice. In T. Tojib, & D. Dewi (Eds.), ANZMAC : sustainable managment and marketing conference. Australia: Australian and New Zealand Marketing Academy.
2008 Lee, R. Y. M., & Wright, M. (2008). An empirical validation of conditional trend analysis software. In Australian and New Zealand marketing academy conference ANZMAC 2008. Marketing: shifting the focus from mainstream to offbeat (pp. 1-6). Australia: ANZMAC.
2008 Lee, R. Y. M., Tezinde, T., Murphy, J., & Ahmad, S. F. (2008). Social identities and brand preference in an underdeveloped market. In Australia and New Zealand marketing academy conference ,ANZMAC 2008. Marketing: shifting the focus from mainstream to offbeat (pp. 1-6). Sydney, Australia: Promaco conventions.
2007 Murphy, J., Soutar, G., Lee, R. Y. M., & Swilley, E. (2007). Online visibility: A novel way to rank marketing journals. In M. Mohr, & J. J. (Eds.), 2007 AMA Educators' Proceedings: Enhancing Knowledge Development in Marketing. Washington, USA: American Marketing Association.
2007 Lee, R. Y. M. (2007). The dilemma of attitude versus satisfaction for customer loyalty studies. In T. Thyne, & M. M. (Eds.), ANZMAC, Australian and New Zealand Marketing Academy : Conference 2007 : abstracts and programme : 3Rs - reputation, responsibility, relevance. New Zealand: University of Otago.

  • Creating opportunity for Australian 'fine' wine in China, Australian Grape and Wine Authority - R&D Call, 26/09/2016 - 31/03/2019

Courses I teach

  • MARK 5025 Marketing Management (2025)
  • MARK 5025 Marketing Management (2024)
  • MARK 5031 Brand Management (2024)

Date Role Research Topic Program Degree Type Student Load Student Name
2024 Principal Supervisor How SMEs can harness AI for competitiveness: The barriers, challenges and benefits Doctor of Philosophy Doctorate Full Time Mr Gary Chiew
2023 Co-Supervisor Enhancing elderly residents well-being through co-creation in aged care settings Doctor of Philosophy Doctorate Full Time Miss Huihui Nie
2023 Co-Supervisor The cultivation of high-quality AI talents in Chinese universities  Doctor of Philosophy Doctorate Part Time Mr Jixing Xu
2023 Principal Supervisor 110288 - Enhancing the marketing agility of local SMEs during crisis Doctor of Philosophy Doctorate Part Time Mr Wayne Wang
2023 Principal Supervisor 110288 - Enhancing the marketing agility of local SMEs during crisis Doctor of Philosophy Doctorate Full Time Miss Indra Balachandran

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