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


Pedeliento, G, Leek, S & Christodoulides, G 2024, 'Luxury branding in B2B', Journal of Strategic Marketing, vol. 32, no. 3, pp. 289-303 . https://doi.org/10.1080/0965254X.2023.2214143

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


Pedeliento, G, Leek, S & Christodoulides, G 2021, 'Luxury Branding in B2B', AUS-Chalhoub Symposium on Luxury Marketing & Branding , 15/11/21 - 16/11/21.

Conference contribution

Leek, S & Szmigin, I 2023, Not looking at Front-of -pack labels: A hard habit to break. in F Kerrigan (ed.), Academy of Marketing Conference 2023: From Revolution to Revolutions ., 275 - O, University of Birmingham, pp. 242-243, Academy of Marketing Conference 2023, Birmingham, United Kingdom, 3/07/23. <https://academyofmarketing.org/wp-content/uploads/2023/07/Updated-Proceedings-Book.pdf>

Leek, S & Surman, E 2023, Technology – a revolutionary force in student eating? in F Kerrigan (ed.), Academy of Marketing Conference 2023: From Revolution to Revolutions ., 226- W, University of Birmingham, pp. 199-200, Academy of Marketing Conference 2023, Birmingham, United Kingdom, 3/07/23. <https://academyofmarketing.org/wp-content/uploads/2023/07/Updated-Proceedings-Book.pdf>

Leek, S & Surman, E 2023, Transitioning from Home to University: Navigating Liminality Through Student Food Practices. in C Dumitrescu & R Shaw (eds), Proceedings of the 48th Macromarketing Conference: With a Little Help from Our Friends: The Value of Connection and Macromarketing Research in Addressing Critical Global Issues. Proceedings of the annual Macromarketing Conference, The Macromarketing Society, pp. 74-76, 48th Annual Conference of the Macromarketing Society, Seattle, Washington, United States, 19/06/23. <https://www.macromarketing.org/assets/proceedings/2023-macromarketing-proceedings.pdf>

Leek, S & Afoakwah, D 2019, Lunch Meal Deals: A Good Deal for the Pocket but not the Waistline. in Responsible Business Symposium, University of Birmingham, .

Leek, S & Szmigin, I 2018, Consumers’ Literacy of Front of Pack Labels: Opportunities for Improving Food Well-Being. in 43rd Annual Macro Marketing Conference, .

Leek, S, Hsieh, L & Kumakura, T 2018, Network Contacts, Facilitators and Inhibitors of International Opportunity Development: The Case of Japanese SMEs. in Academy of International Business (AIB) .

Leek, S, Canning, L, Sutton-Brady, C, Zolkiewski, J & Houghton, D 2018, Optimising Behavioural Engagement on Twitter: Determining the Applicability of the Revised Task Media Fit and Identifying the Linguistic Characteristics of Tweets. in 34th IMP Conference. www.impgroup.org. <https://www.impgroup.org/uploads/papers/9048.pdf>

Leek, S & Sutton-Brady, C 2018, The Network Effects of a Major Product Recall: The Case of Takata. in 34th Industrial Marketing and Purchasing Conference,. <https://www.impgroup.org/paper_view.php?viewPaper=9893>


Leek, S & Montano, S 2022, 'Digital Devices: Enhancement or Distraction', HeFI Conference 2022, Birmingham, United Kingdom, 20/06/22 - 20/06/22.


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.

View all publications in research portal


front-of-pack food labelling; food promotions; healthy eating choices

Media experience