Project Assistant Professor  02.2019 - 07.2021                                                                                                                                         

Department of Business Administration

National Taiwan University of Science and Technology         

Assistant Researcher     09.2018 - 11.2018

Commerce Development Research Institute (CDRI)           

Assistant Professor of Marketing 02.2010 - 07.2018                                                                                                                                                                                                
Department of Business Administration

National Chengchi University 

Publication in Refereed Journals

1. L-C Kuo, C-L Lee, J-H Yuan, (2025) "Analyzing the Audit Fees of Cross-Border IPO Firms: Evidence from Taiwan", Multinational Business Review, (SSCI, IF=2.7, Q3 in Business; ABDC Journal Ranking: B) DOI: https://doi.org/10.1108/MBR-07-2024-0141 .

2. L-C Kuo, C-L Lee, Y-T Lee, (2022) "The impact of voluntary assurance of CSR reports on firms' operating performance: Evidence from Taiwan", Managerial and Decision Economics, Vol. 43, No. 8, pp. 4041-4054. (SSCI, IF=2.7, Q2 in Economics; ABDC Journal Ranking: B)

3. C-L Lee, (2017) "Examining the impact of co-branding service failures on consumer evaluations", Asia Marketing Journal, Vol. 19, No.3, pp. 19-44. (ESCI)

4. C-L Lee, (2017) "The impact of consumer evaluation on the cause-related marketing", Asia Marketing Journal, Vol.19, No.1, pp. 1-17. (ESCI)

5. 楊偉顥*;李嘉林;張愛華;黃俊傑, (2016) "服務設計、品牌體驗與體驗價值間之關係研究", 行銷評論,  13卷4期, 頁碼：383-414. (ABI)

6. C-L Lee, (2016) "The impact of product involvement on reciprocal effect in co-branding", Asia Marketing Journal, Vol.18, No.3, pp. 19-34. (ESCI)

7. C-L Lee, R. Decker (2016)  "Co-branding partner selection: The importance of belief revision", Journal of Business Economics and Management, Vol.17, No.4, pp. 546-563. (SSCI, IF=2.7, Q2 in Economics)

8. C-L Lee (2015) “Negative spillover effects in co-branding service failures: the role of self and other referencing”, British Journal of Economics, Finance and Management Sciences, 10(2), pp. 72-81. (EconLit)

9. C-L Lee (2014) “Is co-branding a double-edged sword for brand partners”, European Research Studies Journal, 17(4), pp. 19-34. (EconLit)

10. C-L Lee, R. Decker (2009) “Modeling the effect of belief revisions on the success of co-branding", Journal of Applied Economic Sciences, 2(8), pp. 235-P.253. (SCOPUS)

11. C-L Lee, R. Decker (2009) “A systematic analysis of preference change in co-branding”, Journal of Applied Economic Sciences, 1(7), pp. 36-44. (SCOPUS)

Conference Papers

1. C-L Lee, C-S Lin (2025), "The influence of consumer evaluations on athlete endorsement strategies," 2025 Global Marketing Conference, held by Korean Scholars of Marketing Science and The Hong Kong Polytechnic University.

2. C-L Lee (2024), "The influence of perceived sensory fit on consumer evaluations of dual-brand hotels," SIBR HongKong Conference (Virtual).

3. C-L Lee (2024), "A quantitative analysis of service co-branding alliances," 2024 International Conference on Service Science and Innovation, Taipei.

4. C-L Lee, R. Decker (2023). "The impact of integration level on the attribution processes in co-branded services," 2023 AMA Winter Academic Conference, Nashville, United States. (Virtual)

5. C-L Lee (2022). "How Does Bundling Affect Consumer Evaluation of Cobranded Services?," 2022 ISMS INFORMS Marketing Science Conference, The University of Chicago (Booth School of Business), United States. (Virtual)

6. C-L Lee (2019).  "Consumer Evaluation of Co-branded Services," Frontiers in Service Conference 2019, National University of Singapore, Singapore.

7. C-L Lee (2016). "Negative spillover effects in co-branding service failures: the impact of stereotype change, " 2016 Management Theory and Practice Conference, held by NTU Management Review (TSSCI) and Kyoto University, Kyoto, Japan. (Recommended Paper Award)

8. C-L Lee (2014). “Will a co-branding alliance always create a synergy - from the perspective of brand equity”, paper presented at the 28th International Congress of Applied Psychology (ICAP), Paris, France.

9. C-L Lee (2013). “Marketing ethics on organic (natural) food channel- the case of the Leezen company”, 2013 Conference on Heart-mind Education and Environmental Sustainability, Taipei, Taiwan.

10. C-L Lee (2013). “ The relationship between partner selection and the feedback effects of service failures in co-branding”, paper presented at the 2013 Frontiers in Service Conference, Taipei, Taiwan.

11. C-L Lee (2013). “Maximizing the value of co-branding alliances from the perspective of consumer evaluations”, paper presented at the 2013 Asia-Pacific Economic Science Association (ESA) Conference, Tokyo, Japan.

Ph.D. Dissertation

C-L. Lee, The influence of consumer evaluations on the success of co-branding. Bielefeld: Bielefeld University; 2009 (published online at the Library of Bielefeld University).

Research Projects (financed by Taiwan National Sci. & Tech. Council)

1. Principal Investigator, Period: 08.2010-10.2011, Amount: NTD $434,000
   Topic: “Consumer-based Brand Equity in Co-branding: A Specific Attitudinal Measure”

2. Principal Investigator, Period: 08.2012-10.2013, Amount: NTD $413,000
   Topic: “A Connection between Consumers’ Belief Revisions and the Decision of Partner Selection in Co-branding: Theory of stereotype change”

3. Principal Investigator, Period: 08.2013-10.2014, Amount: NTD $416,000

   Topic: “Spillover Effects of Service Failures in Co-

   branding - Modeling and Analysis”

4. Principal Investigator, Period: 08.2015-07.2016, 

    Amount: NTD $537,000

     Topic: “Negative Spillover Effects of Co-branding 

    Service Failures: The Role of Stereotype Change 

     Theory”

5. Principal Investigator, Period: 08.2016-07.2017,  

     Amount: NTD $400,000

    Topic: “The impact of product involvement on 

    consumer evaluation”

6. Principal Investigator, Period: 08.2018-07.2019  

     (MOST107-2410-H-004-087-) 

7. Principal Investigator, 2023 AMA Winter 

    Academic Conference, Amount: NTD $7,500 (112-

    2914-I-011 -001 -A1)

8. Principal Investigator, 2024 ISMS Marketing 

     Science Conference, Amount: NTD $45,000

    (withdrawn)

9.  Principal Investigator, 2025 AMS World Marketing 

Congress, Amount: NTD $40,000 (114-2914-I-011-003-A1)

  (withdrawn)

Member, Academy of Marketing Science

Member, INFORMS Marketing Science Institute

Member, Korean Scholars of Marketing Science

Editorial Service

1.  Ad Hoc Reviewer

2025

Ad Hoc Reviewer for Journal of Product and Brand Management (SSCI), Management Decision (SSCI)

2024

Ad Hoc Reviewer for Asia Pacific Journal of Marketing and Logistics (SSCI), International Journal of Management Reviews (SSCI), Management Decision (SSCI), Journal of Product and Brand Management (SSCI)

2021-2023

     Ad Hoc Reviewer for Review of Managerial Science (SSCI), Managerial and Decision Economics (SSCI), Journal of Product and Brand Management (SSCI), Asia Marketing Journal (SCOPUS),  Journal of Management (TSSCI)

2. Ad Hoc Reviewer for Corporate Management Review (TSSCI)

3. Ad Hoc Reviewer for Journal of Management (TSSCI)

4. Review Committee: Master’s Thesis Award, Mr. TN Soong’s Foundation (2014)

5. Ad Hoc Reviewer for 2014 Society for Consumer Psychology (SCP) Winter Conference

6. Ad Hoc Reviewer for 2014 Bliss and Wisdom’s Conference on Heart-mind Education and Environmental Sustainability

7. Ad Hoc Reviewer for American Marketing Association (AMA) Academic Conferences (2013 Summer, 2020 Summer , 2023 Winter)

8. Ad Hoc Reviewer for research articles published on the 2012 European Union Centre in Taiwan (EUTW)’s Conference Proceeding on Economic Governance in European Union

Seminar and Workshop

1. Moderator/Chair of conference session:
   (a) one panel session, 2023 AMA Winter Academic Conference.

(b) one panel session, 2010 Global Marketing Conference.

2. Discussant:
   (a) one panel session, 2012 European Union Centre in Taiwan (EUTW)’s Conference on Economic Governance in European Union, Taipei, Taiwan.
   (b) one panel session, 2012 Memorial Meeting of Professor Yang Bi-Li, Taipei, Taiwan.
   (c) one panel session, 2010 Conference on Family-owned Business Strategy, Taipei, Taiwan.

3. Speaker:
   (a) Discussant of the "Sustainable Marketing" at the Department of Business Administration, National Taipei University of Business (2023)

(b) Workshop at Department of Business Administration, National Chengchi University (2014)
Topic: “Sharing Research and Teaching Experiences”
(c) Workshop at Department of Business Administration, National Central University (2013)
Topic: “Achieving A Success for Brand Extension and Co-branding Extension”
(d) Workshop at Institute of Liberal Arts, National Taipei University of Technology (2013)
Topic: “Social Enterprise and Marketing Ethics”
(e) Workshop at Department of International Business, National Taiwan University (2009)
Topic: “Research Findings in Co-branding”

Other Services

• 中華民國多國籍企業研究學會理事(2013-2019)

• National Taiwan University of Science and Technology 

1.校級會議委員

1.1 圖書館委員會(113學年度)

1.2 學生申訴評議委員會(111學年度)

1.3 學生學習與勞動爭議處理及勞動權益申訴委員會(110學年度)

2.院級會議委員

2.1 管理學院院務會議 (111學年度第2學期)

3. 企管系

3.1 系級會議委員

國際事務委員會(108、109學年度、113學年度、114學年度)、產學合作委員會(108、110學年度、111學年度、114學年度)、課程規劃委員會(109、111學年度、112學年度、113學年度、114學年度)、教務審查委員會(111學年度第2學期、112學年度、113學年度)

3.2 試務及審查委員

114學年度命題委員

113學年度命題委員

112學年度命題委員

111學年度命題委員

114學年度國際交換生及外籍生入學審查

114學年度僑生及港澳生申請入學審查

114學年度學士班、碩士班招生甄審委員

113學年度學士班、碩士班招生甄審委員

112學年度學士班、碩士班招生甄審委員

111學年度學士班、碩士班招生甄審委員

110學年度學士班、ＥＭＢＡ招生甄審委員

109學年度學士班、碩士班、博士班招生甄審委員

109學年度企管系碩士班筆試命題委員

109學年度國際交換生及外籍生入學審查

109學年度僑生及港澳生申請入學審查

109學年度碩班甄試書審口試委員

108學年度企管系實務專題競賽審查委員

3.3 導師 (107學年度第2學期、108學年度、109學年度、110學年度第2學期、111學年度、112學年度、113學年度、114學年度)

4.指導學生社會實踐計畫

4.1 企管系張琦旻(2023)

4.2 資管系姜學穎(2020)

5.指導學生獲得國科會優秀博士生獎學金

5.1 企管系林季姍(2024.09-2025.01)

6. 擔任教務處108課綱企管系種子教師

2019.08.01 - 2022.08.08

• Advertising Management (MBA@NTUST)

• Brand Management (MBA@NTUST)

• Research Method in Marketing (Ph.D.@NCCU)

• Strategic Marketing (MBA @ NCCU)

• Marketing Management (MBA, Undergraduate @ NCCU)

• Marketing Management (English-taught: Undergraduate @ NCCU) 

• Social Responsibility and Ethics (Undergraduate @ NCCU)

• Introduction to Statistics (Undergraduate; @ NTUST)

• Introduction to Statistics (Undergraduate; English-taught, EMI@ NTUST, 09.2022-06.2024)

• Counselor, Spiritual Development Camp for Undergraduate, Bliss and Wisdom Foundation of Culture and Education (July, 2012 and July, 2010)

• Counselor, Spiritual Development Camp for Teachers, Bliss and Wisdom Foundation of Culture and Education (February, 2011)

• Head, Bielefeld Taiwanese Student Association (10.2007-09.2008)

Ph.D.

• Dr. 劉志霖 (Business Strategy@NTUST, completed 2025)

• Dr. Nguyen Thi Vinh Tran (Business Strategy@NTUST, completed 2023)

• Dr. Kuan-Yang Chen (Marketing@NCCU, completed 2013)

• Dr. Ching-hung Shen (Marketing@NCCU, completed 2012)

MBA (since 2023)

• 13 students (@NTUST, completed 2024)

• 15 students (@NTUST, completed 2023)

I have supervised 26 MBA students. 19 of them are independently-advised (including 3 foreign students) and the remaining 7 students are co-advised with other professors.

NTUST MBA(台科大畢業學生)

學年度 姓名                              碩論名稱

113           林映汝                                  論吉祥物對目的地行銷的影響

113           張凌瑋                                  消費者對永續標籤產品的評估-以臺灣為例

112           吳玟璇                                  網紅代言對消費者購買行為之影響

112           林季姍                                  評估運動員代言對年輕消費者之影響：產品配適度與品牌個性一致性之重要性

111            趙韋翔                                 代言人策略討論:以台灣的數位銀行為例

111           Panicha Yothachindech 代言人策略對行動銀行的影響: 以泰國為例

110          Meliany Widjaja               品牌標誌、氣泡形狀和氣泡顏色對消費者評價的影響

NCCU MBA(政大畢業學生)

學年度 姓名  碩論名稱

107 廖宜芃 品牌併購之來源國形象、品牌權益與購買意願之關係 (聯合指導)

107 蔣紫緹 女性健髮產品消費者決策流程研究 (聯合指導)

106 張令乙 科技業公益活動的適配組合：公益活動類型、公益活動地點、企業執行長形象、消費者生活形態

104 王雅函 虛實通路品牌與產品涉入度對服務品質影響

104  鄭琪蓉 自由品牌配適度：品牌個性、代言人產品類別、生活型態

104 張睿涵 汽車行銷的適配組合：企業品牌個性、代言人類型、廣告類型、消費者生活型態

103 林彥希 台灣伺服器廠商產品行銷與國際市場進入發展策略

103  吳雅嫻 台灣收費型特展整合行銷策略分析

103  林天瀚 床墊產業之消費者網路口碑研究 (聯合指導)

103 譚嘉玲 影響民眾使用行動銀行之關鍵因素探討 (聯合指導)

101 彭書婷 服務業的聯合品牌策略與聯合品牌服務成效對於品牌權益影響之研究

101 李家名 公益行銷組合之適配性研究：品牌個性、代言人類型、活動類型、人格特質

100 丘青鎧 運動休旅車品牌聯盟策略之探討-以聯合分析法分析

99   侯昱成 有機產品通路業者的行銷策略--以個案A、B公司為例

99 沙帝保 甘比亞電視廣告效果對於購買意願之影響

99   解睿凱 品牌體驗、涉入程度、顧客滿意度與品牌權益關係之研究 (聯合指導)

99   范綱典 品牌涉入度、品牌社群認同度、社群意見對品牌延伸評價之影響 (聯合指導)

99 黃俊傑 服務設計、展覽體驗、體驗價值、顧客滿意度與推薦意願之關聯研究--以2010年台北國際花卉博覽會為例 (聯合指導)

99 劉純婷 體驗行銷、生活型態與品牌權益之間的關係-以居家用品店為例 (聯合指導)

Undergraduate Thesis Advisors

Cambridge English_Certificate in EMI Skills

(English as a Medium of Instruction)