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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: Journal of Consumer Marketing
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: Journal of Consumer Marketing
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: Journal of Consumer Marketing
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: Journal of Consumer Marketing
Journal of Consumer Marketing (2009) 26 (4): 277–285.
https://doi.org/10.1108/07363760910965873
Published: 26 June 2009
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