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Publications: Leo, Cheryl

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Number of items: 28.


Leo, W.W.C., Laud, G. and Chou, C.Y. (2022) Digital transformation for crisis preparedness: Service employees’ perspective. Journal of Services Marketing .

Alejandro, A.L., Bruce, M.ORCID: 0000-0003-3176-2094 and Leo, C. (2022) Parents’ awareness of antimicrobial resistance: a qualitative study utilising the Health Belief Model in Perth, Western Australia. Australian and New Zealand Journal of Public Health . Early View.

Laud, G., Chou, C.Y. and Leo, W.W.C. (2022) Service system well-being: Scale development and validation. Journal of Service Management .


Chou, C.Y., Leo, W.W.C. and Chen, T. (2021) Servicing through digital interactions and well-being in virtual communities. Journal of Services Marketing, ahead-of-print .


Leo, W.W.C., Laud, G. and Chou, C.Y. (2019) Service system well-being: Conceptualising a holistic concept. Journal of Service Management, 30 (6). pp. 766-792.

Laud, G., Bove, L., Ranaweera, C., Leo, W.W.C., Sweeney, J. and Smith, S. (2019) Value co-destruction: A typology of resource misintegration manifestations. Journal of Services Marketing, 33 (7). pp. 866-889.

Leo, W.W.C., Chou, C.Y. and Chen, T. (2019) Working consumers’ psychological states in firm-hosted virtual communities. Journal of Service Management, 30 (3). pp. 302-325.


Sharma, P., Leo, C., Nagpal, A. and Jiang, Y. (2018) Exploring the role of Attitudinal vs. Situational ambivalence in consumer choice: An abstract. In: Krey, N. and Rossi, P., (eds.) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. Springer, Cham, p. 579.

Tsarenko, Y., Leo, C. and Tse, H.H.M. (2018) When and why do social resources influence employee advocacy? The role of personal investment and perceived recognition. Journal of Business Research, 82 . pp. 260-268.


Leo, C. and Zainuddin, N. (2017) Exploring value destruction in social marketing services. Journal of Social Marketing, 7 (4). pp. 405-422.

Leo, C. and Sweeney, J.C. (2017) Guest editorial. Journal of Service Theory and Practice, 27 (2). pp. 314-316.

Arli, D. and Leo, C. (2017) Why do good people do bad things? The effect of ethical ideology, guilt proneness, and self-control on consumer ethics. Asia Pacific Journal of Marketing and Logistics, 29 (5). pp. 1055-1078.

Chen, T., Ou Yang, S. and Leo, C. (2017) The beginning of value co-creation: understanding dynamics, efforts and betterment. Journal of Service Theory and Practice, 27 (6). pp. 1145-1166.


Arli, D., Leo, C. and Tjiptono, F. (2016) Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study. International Journal of Consumer Studies, 40 (1). pp. 2-13.

Dietrich, T., Rundle-Thiele, S., Schuster, L., Drennan, J., Russell-Bennett, R., Leo, C. and Connor, J. (2016) Segmenting Australian high school students utilising a Two-Step cluster analysis: Differential effects following the game on know alcohol program. In: Petruzzellis, L. and Winer, R.S., (eds.) Rediscovering the Essentiality of Marketing. Springer, Cham, pp. 413-414.

Russell-Bennett, R., Leo, C., Rundle-Thiele, S. and Drennan, J. (2016) A hierarchy-of-effects approach to designing a social marketing game. Journal of Nonprofit & Public Sector Marketing, 28 (2). pp. 105-128.


Dietrich, T., Rundle-Thiele, S., Schuster, L., Drennan, J., Russell-Bennett, R., Leo, C., Gullo, M.J. and Connor, J.P. (2015) Differential segmentation responses to an alcohol social marketing program. Addictive Behaviors, 49 (October). pp. 68-77.

Rundle-Thiele, S., Schuster, L., Dietrich, T., Russell-Bennett, R., Drennan, J., Leo, C. and Connor, J.P. (2015) Maintaining or changing a drinking behavior? GOKA's short-term outcomes. Journal of Business Research, 68 (10). pp. 2155-2163.

Dietrich, T., Rundle-Thiele, S., Leo, C. and Connor, J. (2015) One size (Never) fits all: Segment differences observed following a school-based alcohol social marketing program. Journal of School Health, 85 (4). pp. 251-259.


Leo, C. and Russell-Bennett, R. (2014) Developing a multidimensional scale of customer-oriented deviance (COD). Journal of Business Research, 67 (6). pp. 1218-1225.


Russell-Bennett, R., Rundle-Thiele, S., Leo, C. and Dietrich, T. (2013) Moderating teen drinking: Combining social marketing and education. Health Education, 113 (5). pp. 392-406.

Leo, C. (2013) Social Marketing Customer Orientation: A Conceptualization, Typology, and Conceptual Framework. Journal of Nonprofit & Public Sector Marketing, 25 (1). pp. 56-80.

Rundle-Thiele, S., Kubacki, K., Leo, C., Arli, D., Carins, J., Dietrich, T., Palmer, J. and Szablewska, N. (2013) Social Marketing: Current Issues and Future Challenges. In: Kubacki, Krzysztof and Rundle-Thiele, Sharyn, (eds.) Contemporary Issues in Social Marketing. Cambridge Scholars Publishing, Newcastle upon Tyne, pp. 216-237.

Leo, C. (2013) When enough is enough! Alcohol servers’ refusal styles and key antecedents. International Journal of Hospitality Management, 35 . pp. 10-18.


Leo, C. and Russell-Bennett, R. (2012) Investigating Customer-Oriented Deviance (COD) from a frontline employee's perspective. Journal of Marketing Management, 28 (7-8). pp. 865-886.


Leo, C. and Russell-Bennett, R. (2007) Customer-oriented Defiance (COD): Exploring righteous, sacrificing and sneaky behaviours. In: 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3 - 5 December, Dunedin, New Zealand


Leo, C., Bennett, R. and Hartel, C.E.J. (2005) Cross-Cultural Differences in Consumer Decision-Making Styles. Cross Cultural Management, 12 (3). pp. 32-62.

Leo, C., Bennett, R. and Cierpicki, S. (2005) A comparison of Australian and Singaporean consumer decision-making styles. Journal of Customer Behavior, 4 (1). pp. 17-45.

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