Dr Sheena Leek

Dr Sheena Leek

Department of Marketing
Senior Lecturer in Marketing
Business School Director of PG Research Programmes

Contact details

Room G46, University House
University of Birmingham
B15 2TT

Sheena joined the Birmingham Business School from the University of Cardiff in September 2004. In the area of business to business marketing she is interested in the role of information technology on communication within business relationships, the role of social capital in initiating relationships and branding. Within consumer behaviour her research interests include consumer confusion in high tech areas such as the mobile phone industry and convenience and healthy eating.


PhD, University of Birmingham
MSc Applied Psychology, Cranfield University
BSc (Hons) Combined Studies – biology and psychology, University of Leicester


Sheena is responsible for the UG Business to Business Marketing elective and PG Research Methods module for the MSc Marketing suite.


  • The initiation of relationships through networking and social capital
  • The development of networks
  • Communication within business-to-business relationships
  • Business-to-business branding
  • Consumer confusion
  • Healthy eating and convenience


Recent publications


Leek, S & Afoakwah, D 2023, 'Lunch meal deals contribution to overconsumption and use of the intervention ladder models to examine stakeholders’ potential actions to reduce calorie content', Journal of Marketing Management. https://doi.org/10.1080/0267257X.2022.2157462

Istanbulluoglu, D, Leek, S & Szmigin, I 2017, 'Beyond exit and voice: developing an integrated taxonomy of consumer complaining behaviour', European Journal of Marketing, vol. 51, no. 5/6, pp. 1109-1128. https://doi.org/10.1108/EJM-04-2016-0204

Leek, S, Houghton, D & Canning, L 2017, 'Twitter and Behavioral Engagement in the Healthcare Sector: An Examination of Product and Service Companies', Industrial Marketing Management, vol. 81, pp. 115-129. https://doi.org/10.1016/J.INDMARMAN.2017.10.009

Leek, S, Canning, L & Houghton, D 2016, 'Revisiting the task media fit model in the era of Web 2.0: Twitter use and interaction in the healthcare sector', Industrial Marketing Management, vol. 54, pp. 25-32. https://doi.org/10.1016/j.indmarman.2015.12.007

Leek, S & Szmigin, I 2015, 'Consumer confusion and front of pack (FOP) nutritional labels', Journal of Customer Behaviour, vol. 14, no. 1, pp. 49-61. https://doi.org/10.1362/147539215X14267608004087

Leek, S & Christodoulides, G 2012, 'A framework for generating brand value in B2B markets: The contributing role of functional and emotional components', Industrial Marketing Management, vol. 414, no. 1, pp. 106-114.

Conference contribution

Istanbulluoglu, D, Leek, S & Szmigin, I 2015, Complaining on Facebook Pages and Profiles: Connected and Social. in Academy of Marketing Conference 2015. Academy of Marketing Conference 2015, AM2015, Limerick, Ireland, 7/07/15.

Leek, S & Christodoulides, G 2014, An Investigation of the Role of Functional and Emotional Brand Attributes in B2B Purchase Situations. in IMP Asia. IMP Asia, Indonesia, 7/12/14.

Leek, S, Canning, L & Houghton, D 2014, Is there a place for social media in business relationships and the IMP world?, in 30th Industrial Marketing and Purchasing Conference, . 30th IMP, Bordeaux, France, 3/09/14.

Leek, S, Istanbulluoglu, D & Szmigin, I 2014, Understanding the Objectives of Online Complaining Behaviours. in 3rd Conference for Positive Marketing. 3rd , New York, United States, 3/03/14.

Leek, S & Sutton-Brady, C 2013, The Angels Take Atlanta. in 29th IMP Conference. 29th IMP, Atlanta, United States, 30/08/13.

Leek, S & Canning, L 2013, Towards a Theoretical, Multi-level Model of Social Capital in a Business to Business Context. in 29th IMP Conference. 29th IMP, Atlanta, United States, 30/08/13.

Leek, S & Christodoulides, G 2012, An investigation of the role of functional and emotional qualities of a brand in the organisational decision making process. in 5th IMP Asia Conference. 5th IMP Asia Conference, Goa, India, 9/12/12.


Leek, S, Canning, L & Sutton-Brady, C 2016, 'From little things big things grow*', Paper presented at IMP Asia, Cape Town, South Africa, 4/12/16 - 7/12/16.

Leek, S, Houghton, D & Pressey, A 2016, 'Notes on a Scandal: Understanding Industrial Network Misconduct,', Paper presented at IMP Asia, Cape Town, South Africa, 4/12/16 - 7/12/16.

View all publications in research portal