Christina Lee - extended research

Federation Business School
Building B
Mt Helen 


Supervision interests

Current PhD students projects (Monash University Malaysia and Federation University Australia):

  1. Water as Social Metaphor: Representations of Water and a “Hard to Reach” Community in a Regional Town
  2. From Lurker to Community Cultivator: Understanding the Identity Transformation Process through Cultural Product Consumption

Research interests

Consumer research from a psychological or sociological perspective in the areas of sustainable consumption, social marketing, services and decision making.

Current research projects

  1. Is Failure Equal to Loss? Effects of Failure on Subsequent Risk-seeking Behavior
  2. The role of influencers in driving brand-related user-generated content: A case for sponsored hashtag challenge.


Selected publications:

Kunchamboo, V, Lee, C. K. C., Brace-Govan, J. (2021). Cultivating Nature Identity and Ecological Worldviews: A Pathway to Alter the Prevailing Dominant Social Paradigm. Journal of Macromarketing. March 2021.

Cheah, C.W., Low, B. and Lee, C.K.C. (2021), "Sustainable housing development: the legitimacy-seeking perspective", Journal of Business & Industrial Marketing, Vol 36, No. 6 (2021) 1027–1041.

French J. A., Lee C. K. C., Brace-Govan J. (2020) Malay Muslim Religious Ideology: Representations of Gendered Beauty Ideals in Women’s Magazines. Journal of Macromarketing, Vol. 40(4):459-474.

Yang, I-C M., French, J. A., Lee, C. K. C., Watabe, M. (2020), The symbolism of international tourism in national identity, Annals of Tourism Research, Vol. 83,102966, ISSN 0160-7383.

Ewe, S. Y., Lee, C. K.C., and Watabe, M. (2020), “Prevention focus and prior investment failure in financial decision making”, Journal of Behavioral and Experimental Finance, Vol. 26, June. 100321,ISSN 2214-6350.

Ewe, S.Y., Lee, C.K.C. and Gul, F.A. (2020), "Regulatory focus and investment advisers' recommending behavior", International Journal of Bank Marketing, Vol. 39 No. 1, pp. 107-126

Little, V., Lee, C. K. C. & Nair, S. (2019), Macro-Demarketing: The Key to Unlocking Unsustainable Production and Consumption Systems?", Journal of Macromarketing, 39(2) 166-187

Lau, P. Y. Y., Lee, C. K. C., Ho, C. K. (2019) "University student engagement in learning: Insights from academic fieldtrips in the Malaysian tropical rainforests", Education + Training, 61(3), 342-358.

Yap, S. H., Kim, J.E., Lee, C. K. C., Xu, Y., Kim, J.K., (2019), Social Capital and Health Risk: An Integrative Review, Australasian Marketing Journal, 27(1), 24-31

Ewe, S. Y., Gul, F., Lee, C. K. C. & Yang, C. Y. (2018), “The Role of Regulatory Focus and Information in Investment Choice: Some Evidence Using Visual Cue to Frame Regulatory Focus” in Journal of Behavioural Finance. 19 (1), 89-100.

Kunchamboo, V., Lee, C. K. C., and Brace-Govan, J. (2017), Nature as Extended-Self: Sacred Nature Relationship and Implications for Responsible Consumption Behavior in special issue of Journal of Business Research, 74 (May), 126–132.

Lee, C. K.C, Yap, C. S. F. & Levy, D. S. (2016).  Place identity and sustainable consumption: Implications for social marketing, Journal of Strategic Marketing, 24(7),1-16.

Lee, C. K.C., Levy, D. S., & Yap, C. S. F. (2015). How does the theory of consumption values contribute to place identity and sustainable consumption? International Journal of Consumer Studies39(6), 597-607.

Ewe S.Y., Yap, S.F. and Lee, C. K.C., (2015). Network externalities and the perception of innovation characteristics: mobile banking, Marketing Intelligence & Planning, 33(4), 592 – 611.

Emerald Literati Network Awards for Excellence, highly commended paper 2016.

Yap, F. S. C. and Lee, C. K.C. (2014). Leveraging the power of online social networks: A contingency approach, in Marketing Intelligence & Planning, 32(3), 345 – 374.

Kunchamboo, V. and Lee, C. K. C. (2012), “The Meaning of Nature and its Implications for Individual Consumption Behaviour” In Advances in Consumer Research, Zeynep Gürhan-Canli, Cele Otnes and Rui (Juliet) Zhu, ed. Vol. 40, 395-402. Provo, UT: Association for Consumer Research. (ERA A)

Morrish, Sussie and Lee, C. K. C. (2011), Country of origin as a source of sustainable competitive advantage: The case for international higher education institutions in New Zealand, Journal of Strategic Marketing,19(6), 517-529.

Levy, Deborah, Murphy, Larry and Lee, Christina (2008), Influences and emotions: Exploring household decision-making processes when buying a house. Housing Studies, 23(2), 271- 289.

Colgate, M., Tong, V. T. U., Lee, C. K. C. and Farley, J. U. (2007), “Back from the Brink: Why Customers Stay”, Journal of Service Research, 9(3), 211-228. [“Best Article Award Finalist]

Martin, B., Lee, C. K. C. and Yang, F. (2004), The Influence of Ad Model Ethnicity upon Attitudes: Evidence from New Zealand, Journal of Advertising, 33(4), p27-38.

Levy, Deborah and Lee, Christina K. C. (2004). The influence of family members on housing purchase decisions.  Journal of Property, Investment and Finance, Special Behavioural Edition, Vol 22 No. 4, p320-338.  (ERA A)

Lee, C. K. C. and Collins, B.A. (2000), Family decision making and coalition patterns, European Journal of Marketing. 34(9/10), p1181-1198.