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


Leek, S., Houghton D.J., and Canning L. (in press), Twitter and Behavioral Engagement in the Healthcare Sector: An Examination of Product and Service Companies. Industrial Marketing Management, Special Issue on Social Media and Engagement Submitted 31st January 2017 accepted October 20172)    

Istanbulluoglu D., Szmigin, I. and Leek, S., (2017), Beyond Exit and Voice: Developing an Integrated Taxonomy of Consumer Complaining Behaviour, European Journal of Marketing, 51, 5/6, p.1109-1128.3)    

Leek S., Canning, L. and 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, 54, p.25-32.4)    

Leek, S., Szmigin I. and Baker E., (2015) Consumer Confusion and Front Of Pack (FOP) Nutritional Labels. Journal of Customer Behaviour, 14, 1, 49-61.

Leek S. and Christodoulides G., (2012), A Framework for Generating Brand Value in B2B Markets: The Contribution of Functional and Emotional Components. Industrial Marketing Management, Vol. 41, No. 1, pp.106-114.

Leek S. and Christodoulides G., (2011), A Literature Review and Future Agenda for B2B Branding: Challenges of Branding in a B2B Context. Industrial Marketing Management, Vol. 40, No. 6, pp.830-837

Leek S. and Canning L., (2011), Entering and Developing a Service Network, Journal of Services Marketing , Vol. 25, No. 1, pp.58-67

Leek S. and Mason K., (2010), The Utilisation of Network Pictures toExamine A Company’s Employees’ Perceptions of a Supplier Relationship, Industrial Marketing Management, Vol. 39, No. 3, pp. 400-412

Leek S. and Mason K., (2009), Network Pictures: Building an HolisticRepresentation of a Dyadic Business to Business Relationship, Industrial Marketing Management,  Vol. 38, No. 6, pp.599-607

Leek S. and Christodoulides G.,  (2009), Next Generation Mobile Marketing: How Young Consumers React to “Bluetooth-enabled”Advertising, Journal of Advertising Research, Vol. 49, No. 1, pp.44-53

View all publications in research portal

Culture and collections

Schools, institutes and departments

Services and facilities