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Journal Articles

How best to advertise low-fit brand extensions: a construal level theory perspective

Muhammad Rashid Saeed, Richard Lee, Larry Lockshin, Steven Bellman, Song Yang, Justin Cohen

Journal of Consumer Marketing (2024) 41 (1): 94–109.

https://doi.org/10.1108/JCM-02-2023-5839

Published: 15 January 2024

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Journal Articles

When is it necessary to localise product packaging?

Huda Khan, Larry Lockshin, Richard Lee, Armando Corsi

Journal of Consumer Marketing (2017) 34 (5): 373–383.

https://doi.org/10.1108/JCM-06-2016-1846

Published: 14 August 2017

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Journal Articles

The longitudinal effects of a two‐dimensional consumer animosity

Richard Lee, Kyung Tae Lee

Journal of Consumer Marketing (2013) 30 (3): 273–282.

https://doi.org/10.1108/07363761311328946

Published: 26 April 2013

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Journal Articles

The interactions of consumption characteristics on social norms

Richard Lee, Jamie Murphy, Larry Neale

Journal of Consumer Marketing (2009) 26 (4): 277–285.

https://doi.org/10.1108/07363760910965873

Published: 26 June 2009

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