Consumers’ needs gratified by virtual influencers and their impact on self-expansion, brand identification, and purchase intention

An investigation into network theory and how the SDP logic model facilitates compliance and the safe handling of information
Lee, Yang-Im and Trim, P.R.J. 2026. An investigation into network theory and how the SDP logic model facilitates compliance and the safe handling of information. Behaviour & Information Technology. 45 (1), pp. 59-77. https://doi.org/10.1080/0144929X.2025.2507689

How emotional attachment and knowledge sharing in Korean companies results in a co-owned ‘integrated’ marketing strategy
Trim, P.R.J. and Lee, Yang-Im 2025. How emotional attachment and knowledge sharing in Korean companies results in a co-owned ‘integrated’ marketing strategy. Journal of Asia Business Studies. 19 (4), pp. 914-934. https://doi.org/10.1108/JABS-12-2024-0695

Value Co-Creation Through Employee-Service Robotics Collaboration: The Role of Employee Creativity
Lee, Yang-Im and Trim, P.R.J. 2025. Value Co-Creation Through Employee-Service Robotics Collaboration: The Role of Employee Creativity. 2025 Global Marketing Conference at Hong Kong. Hong Kong 24 - 27 Jul 2025 Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2025.13.04.09

Value Co-Creation Through Employee-Service Robotics Collaboration: The Role of Employee Creativity
Panditharathna, R., Lee, Yang-Im, Trim, P.R.J., Liu, Y., Bamber, D. and Moratuwage, D. 2025. Value Co-Creation Through Employee-Service Robotics Collaboration: The Role of Employee Creativity. 2025 Global Marketing Conference at Hong Kong. Hong Kong 24 - 27 Jul 2025 Global Alliance of Marketing and Management Associations. https://doi.org/10.15444/GMC2025.04.05.05

Harnessing Community Value Co-Creation: Reactivating an External Operant Actor’s Sense of Self-Improvement
Trim, P. and Lee, Y. 2025. Harnessing Community Value Co-Creation: Reactivating an External Operant Actor’s Sense of Self-Improvement. Businesses. 5 (1) 14. https://doi.org/10.3390/businesses5010014

Cyber Security Management and Strategic Intelligence
Trim, P.R.J. and Lee, Yang-Im 2025. Cyber Security Management and Strategic Intelligence. Routledge.

How a Metaphor Inspired by Formula 1 Motor Racing Can Help Enhance the Work of a Social Inclusion Community Center
Trim, P.R.J. and Lee, Yang-Im 2024. How a Metaphor Inspired by Formula 1 Motor Racing Can Help Enhance the Work of a Social Inclusion Community Center. Businesses. 4 (4), pp. 865-882. https://doi.org/10.3390/businesses4040047

How Cyber Security Enhances Trust and Commitment to Customer Retention: The Mediating Role of Robotic Service Quality
Panditharathna, R., Liu, Y., de Macedo Bergamo, F.V., Appiah, D., Trim, P.R.J. and Lee, Y.-I. 2024. How Cyber Security Enhances Trust and Commitment to Customer Retention: The Mediating Role of Robotic Service Quality. Big Data and Cognitive Computing. 8 (11) 165. https://doi.org/10.3390/bdcc8110165

How cyber security enhances trust and commitment to customer retention: The mediating role of robotic service quality
Roshan Panditharathna *,, Yang Liu, Fabio Vinicius de Macedo Bergamo, Dominic Appiah, Peter R.J. Trim and Yang-Im Lee 2024. How cyber security enhances trust and commitment to customer retention: The mediating role of robotic service quality. Big Data and Cognitive Computing. 8 (11) 165. https://doi.org/10.3390/bdcc8110165

Social media usage to facilitate knowledge creation
Trim, Peter R.J., Lee, Yang-im and Vu, An 2024. Social media usage to facilitate knowledge creation. in: Scholarly Community Encyclopedia MDPI.

Editorial: Advances in Cybersecurity: Challenges and Solutions
Trim, P.R.J. and Lee, Yang-im 2024. Editorial: Advances in Cybersecurity: Challenges and Solutions. Applied Sciences. 14 (10) 4300. https://doi.org/10.3390/app14104300

Editorial: Managing Cybersecurity Threats and Increasing Organizational Resilience
Trim, P.R.J. and Lee, Yang-im 2023. Editorial: Managing Cybersecurity Threats and Increasing Organizational Resilience. Big Data and Cognitive Computing. 7 (4) 177.

Stratejik Siber Güvenlik Yönetimi/Strategic Cyber Security Management (Turkish edition)
Trim, P.R.J. and Lee, Yang-im 2023. Stratejik Siber Güvenlik Yönetimi/Strategic Cyber Security Management (Turkish edition). Ankara, Türkiye Nobel Akademik Yayıncılık.

Editorial
Trim, P.R.J. and Lee, Yang-im 2023. Editorial. in: Trim, P.R.J. and Lee, Yang-im (ed.) Managing Cybersecurity Threats and Increasing Organizational Resilience MDPI. pp. 1-3

Managing Cybersecurity Threats and Increasing Organizational Resilience
Trim, P.R.J. and Lee, Yang-im 2023. Managing Cybersecurity Threats and Increasing Organizational Resilience. Big Data and Cognitive Computing. 7 (4) 177. https://doi.org/10.3390/bdcc7040177

Insights into How Vietnamese Retailers Utilize Social Media to Facilitate Knowledge Creation through the Process of Value Co-Creation
Peter R. J. Trim, Lee, Yang-im and An Vu 2023. Insights into How Vietnamese Retailers Utilize Social Media to Facilitate Knowledge Creation through the Process of Value Co-Creation . Future Internet. 15 (4). https://doi.org/10.3390/fi15040123

Combining sociocultural intelligence and artificial intelligence to increase organizational cyber security provision through enhanced resilience
Trim, P.R.J. and Lee, Yang-im 2022. Combining sociocultural intelligence and artificial intelligence to increase organizational cyber security provision through enhanced resilience. Big Data and Cognitive Computing. 6 (4) 110. https://doi.org/10.3390/bdcc6040110

Enhancing Marketing Provision through Increased Online Safety That Imbues Consumer Confidence: Coupling AI and ML with the AIDA Model
Lee, Yang-im and Trim, P.R.J. 2022. Enhancing Marketing Provision through Increased Online Safety That Imbues Consumer Confidence: Coupling AI and ML with the AIDA Model. Big Data and Cognitive Computing. 6 (3) 78. https://doi.org/10.3390/bdcc6030078

Strategic Cyber Security Management
Trim, P.R.J. and Lee, Yang-im 2022. Strategic Cyber Security Management. London Routledge.

Millennials and repurchasing behaviour: A collectivist emerging market
Lee, Yang-im 2022. Millennials and repurchasing behaviour: A collectivist emerging market. International Journal of Retail & Distribution Management. 50 (5), pp. 561-580. https://doi.org/10.1108/IJRDM-12-2020-0506

Cybersecurity, Threat Analysis and the Management of Risk
Trim, P.R.J. and Lee, Yang-im 2021. Cybersecurity, Threat Analysis and the Management of Risk. Big Data and Cognitive Computing.

How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy
Trim, P.R.J. and Lee, Yang-im 2021. How B2B marketers interact with customers and develop knowledge to produce a co-owned marketing strategy. Journal of Business and Industrial Marketing. 36 (10), pp. 1943-1955. https://doi.org/10.1108/JBIM-12-2019-0544

The Global Cyber Security Model: Counteracting Cyber Attacks through a Resilient Partnership Arrangement
Trim, Peter R.J. and Lee, Y. 2021. The Global Cyber Security Model: Counteracting Cyber Attacks through a Resilient Partnership Arrangement. Big Data and Cognitive Computing. 5 (3) e32. https://doi.org/10.3390/bdcc5030032

Cyber security: Communication and risk management
Trim, P.R.J. and Lee, Yang-im 2019. Cyber security: Communication and risk management. Sécurité & Stratégie. 32, pp. 26-31.

The role of B2B marketers in increasing cyber security awareness and influencing behavioural change
Trim, P.R.J. and Lee, Yang-im 2019. The role of B2B marketers in increasing cyber security awareness and influencing behavioural change. Industrial Marketing Management. 83, pp. 224-238. https://doi.org/10.1016/j.indmarman.2019.04.003

How Business Relational Attributes contribute to marketing strategy development
Trim, P.R.J. and Lee, Yang-im 2019. How Business Relational Attributes contribute to marketing strategy development . 35th Annual IMP Conference: Relationships, Interactions and Networks in Competitive Environment. IÉSEG School of Management, Paris 27 - 30 Aug 2019

How organizational learning reinforces interactive communication and sustainable B2B customer centred business relationships
Trim, P.R.J. and Lee, Yang-im 2019. How organizational learning reinforces interactive communication and sustainable B2B customer centred business relationships . 35th Annual IMP Conference: Relationships, Interactions and Networks in Competitive Environment. IÉSEG School of Management, Paris 27 - 30 Aug 2019

Refining brand strategy: Insights into how the "informed-poseur" legitimizes purchasing counterfeits
Lee, Yang-im and Trim, P.R.J. 2019. Refining brand strategy: Insights into how the "informed-poseur" legitimizes purchasing counterfeits. Journal of Brand Management. 26 (5), pp. 595-613. https://doi.org/10.1057/s41262-019-00153-x

How Customer Service Experience Deters Customer Switching Behaviour and Results in Brand Loyalty in a Collectivist, Developing Market
Lee, Yang-im 2018. How Customer Service Experience Deters Customer Switching Behaviour and Results in Brand Loyalty in a Collectivist, Developing Market. 2018 Global Marketing Conference. Hotel New Otani Tokyo, Tokyo, Japan 26 - 29 Jul 2018

How the market driving approach utilizes a digital platform to enhance B2B and strengthen stakeholder relationships
Lee, Yang-im 2018. How the market driving approach utilizes a digital platform to enhance B2B and strengthen stakeholder relationships. 2018 Global Marketing Conference at Tokyo. Tokyo, Japan 26 - 29 Jul 2018

How the market driving approach can create brand value through a digital platform.
Lee, Yang-im and Trim, P.R.J. 2017. How the market driving approach can create brand value through a digital platform. 7th Global Innovation and Knowledge Academy. Lisbon School of Economics and Management (ISEG), Portugal 28 - 30 Jun 2017

Issues that managers need to consider when undertaking research relating to the cyber environment
Trim, P.R.J. and Lee, Yang-im 2015. Issues that managers need to consider when undertaking research relating to the cyber environment. in: Trim, P.R.J. and H.Y. Youm (ed.) Korea-UK Initiatives in Cyber Security Research: Government, University and Industry Collaboration Republic of Korea British Embassy Seoul. pp. 66-79

Cyber security issues, challenges and the way forward
Trim, P.R.J. and Lee, Yang-im 2015. Cyber security issues, challenges and the way forward. in: Trim, P.R.J. and H.Y. Youm (ed.) Korea-UK Initiatives in Cyber Security Research: Government, University and Industry Collaboration Republic of Korea British Embassy Seoul. pp. 11-14

Global nation product equity depending on a level of cultural diffusion
Kim, S., Lee, Yuri, Jang, A., Lee, Yang-im and Kapstein, C.L. 2015. Global nation product equity depending on a level of cultural diffusion. Journal of Product & Brand Management. 24 (3), pp. 276-286. https://doi.org/10.1108/JPBM-04-2014-0560

An exploratory study of how a Korean chaebol’s learning culture facilitates customer service
Lee, Yang-im and Trim, P.R.J. 2015. An exploratory study of how a Korean chaebol’s learning culture facilitates customer service. Journal of Global Scholars of Marketing Science. 25 (4), pp. 338-357. https://doi.org/10.1080/21639159.2015.1073421

An interdisciplinary approach and framework for dealing with security breaches and organizational recovery
Trim, P.R.J., Lee, Yang-im and Weston, D. 2014. An interdisciplinary approach and framework for dealing with security breaches and organizational recovery. in: Trim, P.R.J. and H.Y. Youm (ed.) Korea-UK Collaboration in Cyber Security: From Issues and Challenges to Sustainable Partnership Republic of Korea British Embassy Seoul. pp. 34-43

Cyber security culture and ways to improve security management
Trim, P.R.J., Lee, Yang-im, Ko, E. and Kim, K.H. 2014. Cyber security culture and ways to improve security management. in: Trim, P.R.J. and H.Y. Youm (ed.) Korea-UK Collaboration in Cyber Security: From Issues and Challenges to Sustainable Partnership Republic of Korea British Embassy Seoul. pp. 21-26

Cyber security management: a governance, risk and compliance framework
Lee, Yang-im and Trim, P.R.J. 2014. Cyber security management: a governance, risk and compliance framework. Abingdon, Oxon Routledge.

An explanation of how a collectivist culture underpins the marketing strategy process in Japanese and South Korean electronics companies
Lee, Yang-im and Trim, P.R.J. 2013. An explanation of how a collectivist culture underpins the marketing strategy process in Japanese and South Korean electronics companies. Journal of Global Scholars of Marketing Science. 23 (3), pp. 314-337. https://doi.org/10.1080/21639159.2013.791551

How mutuality reinforces partnership development: Japanese and Korean marketing perspectives
Lee, Yang-im and Trim, P.R.J. 2012. How mutuality reinforces partnership development: Japanese and Korean marketing perspectives. Industrial Marketing Management. 41 (5), pp. 770-779. https://doi.org/10.1016/j.indmarman.2012.06.004

Understanding, explaining and counteracting inappropriate user behaviour
Trim, P.R.J., Hadfield, R., Garlati, C., Smith, M., Austin, J. and Lee, Yang-im 2012. Understanding, explaining and counteracting inappropriate user behaviour. London BCS, The Chartered Institute for IT.

How organizational learning enhances the strategic marketing decision-making process: a collectivist organizational perspective
Lee, Yang-im and Trim, P.R.J. 2012. How organizational learning enhances the strategic marketing decision-making process: a collectivist organizational perspective. 2012 Global Marketing Conference, Marketing in Europe and Asia, 2012 EMAC-KSMS Joint Symposium. Seoul, South Korea 19th to 22nd July

Common and shared services in the context of cloud computing
Trim, P.R.J., Lee, Yang-im, Austin, J. and Aston, S. 2011. Common and shared services in the context of cloud computing. London BCS, The Chartered Institute for IT.

Organizational learning and service management: a collectivist partnership approach
Trim, P.R.J. and Lee, Yang-im 2011. Organizational learning and service management: a collectivist partnership approach. 2011 MAGScholar Conference. Christchurch, New Zealand May 29-June 01, 2011

How qualitative research can facilitate partnership development in the context of the cyber environment
Trim, P.R.J. and Lee, Yang-im 2011. How qualitative research can facilitate partnership development in the context of the cyber environment. 2011 MAGScholar Conference. Christchurch, New Zealand May 29-June 01, 2011

Integrated partnership development: Japanese and Korean perspectives
Lee, Yang-im and Trim, P.R.J. 2011. Integrated partnership development: Japanese and Korean perspectives. IMP 2011 conference: the impact of globalization on networks and relationship dynamics. Glasgow, University of Strathclyde 30th August to 3rd September

A security framework for protecting business, government and society from cyber attacks
Trim, P.R.J. and Lee, Yang-im 2010. A security framework for protecting business, government and society from cyber attacks. in: 5th international conference on system of systems engineering (SoSE) IEEE .

Issues and complexities associated with cyber security
Trim, P.R.J. and Lee, Yang-im 2010. Issues and complexities associated with cyber security. CAMIS conference: knowledge sharing and extending the frontiers of knowledge. Birkbeck, University of London 28th June 2010

A comparison of Japanese and South Korean mindset: similar but different management approaches
Lee, Yang-im 2010. A comparison of Japanese and South Korean mindset: similar but different management approaches. in: Syed, J. and Özbilgin, M. (ed.) Managing cultural diversity in Asia: a research companion Cheltenham Edward Elgar. pp. 248-277

Large emergency-response exercises: qualitative characteristics: a survey
Lee, Yang-im, Trim, P.R.J., Upton, J. and Upton, D. 2009. Large emergency-response exercises: qualitative characteristics: a survey. Simulation & Gaming. 40 (6), pp. 726-751. https://doi.org/10.1177/1046878109334006

An explanation of how case study research and simulation exercises can reinforce the theory building process
Trim, P.R.J. and Lee, Yang-im 2009. An explanation of how case study research and simulation exercises can reinforce the theory building process. 39th annual SAGSET conference: learning through games. Leeds Metropolitan University 23rd July 2009

An explanation of how case study research and simulation can be used to teach negotiation exercises relating to international security
Trim, P.R.J. and Lee, Yang-im 2009. An explanation of how case study research and simulation can be used to teach negotiation exercises relating to international security. in: Tan, K., Muyldermans, L. and Johal, P. (ed.) The international simulation and gaming research yearbook, volume 17: teaching and learning through gaming and simulation Edinburgh SAGSET.

Negotiation oriented simulation exercises that incorporate business continuity and international security
Trim, P.R.J. and Lee, Yang-im 2009. Negotiation oriented simulation exercises that incorporate business continuity and international security. On the Horizon. 17 (4), pp. 378-387. https://doi.org/10.1108/10748120910998407

Open source software, information entrepreneurs and issues of national security
Lee, Yang-im and Trim, P.R.J. 2009. Open source software, information entrepreneurs and issues of national security. in: Trim, P.R.J. and Caravelli, J. (ed.) Strategizing resilience and reducing vulnerability New York Nova Science Publishers. pp. 75-90

Strategic transformational management in the context of inter-organizational and intra-organizational partnership development
Lee, Yang-im 2009. Strategic transformational management in the context of inter-organizational and intra-organizational partnership development. in: Trim, P.R.J. and Caravelli, J. (ed.) Strategizing resilience and reducing vulnerability New York Nova Science Publishers. pp. 181-196

Strategic marketing decision-making in Japanese and South Korean companies
Lee, Yang-im and Trim, P.R.J. 2008. Strategic marketing decision-making in Japanese and South Korean companies. Oxford, Oxon Chandos Publishing.

A strategic approach to sustainable partnership development
Trim, P.R.J. and Lee, Yang-im 2008. A strategic approach to sustainable partnership development. European Business Review. 20 (3), pp. 222-239. https://doi.org/10.1108/09555340810871428

A simulation exercise for senior staff in educational institutions: intelligence and strategic response
Trim, P.R.J. and Lee, Yang-im 2008. A simulation exercise for senior staff in educational institutions: intelligence and strategic response. in: Griffit, P. (ed.) The international simulation and gaming research yearbook, volume 16: putting fun into education and training through games Edinburgh SAGSET.

A multi-organizational resilience value system enhanced by an intelligence culture
Trim, P.R.J. and Lee, Yang-im 2008. A multi-organizational resilience value system enhanced by an intelligence culture. European Journal of Marketing. 42 (7-8), pp. 731-745. https://doi.org/10.1108/03090560810877123

An explanation of how case study research and simulation can be used to teach the subject of negotiation
Trim, P.R.J. and Lee, Yang-im 2008. An explanation of how case study research and simulation can be used to teach the subject of negotiation. 38th SAGSET annual conference: teaching and learning through gaming and simulation. Nottingham University Business School, Nottingham University 17th to 18th July

The link between cultural value systems and strategic marketing: unlocking the mindset of Japanese and South Korean managers
Lee, Yang-im and Trim, P.R.J. 2008. The link between cultural value systems and strategic marketing: unlocking the mindset of Japanese and South Korean managers. Cross Cultural Management: An International Journal. 15 (1), pp. 62-80. https://doi.org/10.1108/13527600810848836

Placing the Japanese retail sector in context: issues for marketers in overseas companies
Lee, Yang-im and Trim, P.R.J. 2008. Placing the Japanese retail sector in context: issues for marketers in overseas companies. Business Strategy Series. 9 (5), pp. 243-248. https://doi.org/10.1108/17515630810906756

Entering the South Korean market: a marketing-planning process model for marketers based in overseas companies
Lee, Yang-im and Trim, P.R.J. 2008. Entering the South Korean market: a marketing-planning process model for marketers based in overseas companies. Business Strategy Series. 9 (5), pp. 272-278. https://doi.org/10.1108/17515630810906774

A strategic marketing intelligence framework reinforced by corporate intelligence
Trim, P.R.J. and Lee, Yang-im 2007. A strategic marketing intelligence framework reinforced by corporate intelligence. in: Xu, M. (ed.) Managing strategic intelligence: techniques and technologies IGI Global. pp. 55-68

An extended multi-cultural communication model for use in disaster and emergency simulation exercises
Trim, P.R.J. and Lee, Yang-im 2007. An extended multi-cultural communication model for use in disaster and emergency simulation exercises. in: Trim, P.R.J. and Lee, Yang-im (ed.) The international simulation and gaming yearbook, volume 15: effective learning from games and simulations Edinburgh SAGSET.

Simulations, international collaboration and a university teacher-stakeholder development framework
Trim, P.R.J. and Lee, Yang-im 2007. Simulations, international collaboration and a university teacher-stakeholder development framework. in: Trim, P.R.J. and Lee, Yang-im (ed.) The international simulation and gaming yearbook, volume 15: effective learning from games and simulations Edinburgh SAGSET.

Placing organizational learning in the context of strategic management
Trim, P.R.J. and Lee, Yang-im 2007. Placing organizational learning in the context of strategic management. Business Strategy Series. 8 (5), pp. 335-342. https://doi.org/10.1108/17515630710684448

Past, present and future issues relating to games and simulations: bringing academics and practitioners together
Trim, P.R.J. and Lee, Yang-im 2007. Past, present and future issues relating to games and simulations: bringing academics and practitioners together. SAGSET annual conference: putting fun into education and training through games. Luther King House, Manchester 15 to 18th July

International collaboration in disaster management and planning
Trim, P.R.J. and Lee, Yang-im 2007. International collaboration in disaster management and planning. The third CAMIS security management conference: strategizing resilience and reducing vulnerability. Birkbeck College, University of London 5th to 7th September

Facilitating inter-organizational and intra-organizational development: new challenges for a new era
Lee, Yang-im 2007. Facilitating inter-organizational and intra-organizational development: new challenges for a new era. The third CAMIS security management conference: strategizing resilience and reducing vulnerability. Birkbeck College, University of London 5th to 7th September

A multi-cultural communication model to be used in disaster and emergency management simulation exercises
Trim, P.R.J. and Lee, Yang-im 2006. A multi-cultural communication model to be used in disaster and emergency management simulation exercises. in: Borodzicz, E. and Chen, N. (ed.) The international simulation and gaming yearbook, volume 14: risk, uncertainty and security management Edinburgh SAGSET.

An internationally focused synthesised marketing strategy underpinned by qualitative research
Trim, P.R.J. and Lee, Yang-im 2006. An internationally focused synthesised marketing strategy underpinned by qualitative research. Qualitative Market Research: An International Journal. 9 (3), pp. 203-224. https://doi.org/10.1108/13522750610671653

Vertically integrated organisational marketing systems: a partnership approach for retailing organisations
Trim, P.R.J. and Lee, Yang-im 2006. Vertically integrated organisational marketing systems: a partnership approach for retailing organisations. Journal of Business and Industrial Marketing. 21 (3), pp. 151-163. https://doi.org/10.1108/08858620610662804

Simulation exercises and international educational partnership arrangements
Trim, P.R.J. and Lee, Yang-im 2006. Simulation exercises and international educational partnership arrangements. SAGSET annual conference: effective learning from simulations and games. Birkbeck College, University of London 12th to 14th July

Retail marketing strategy: the role of marketing intelligence, relationship marketing and trust
Lee, Yang-im and Trim, P.R.J. 2006. Retail marketing strategy: the role of marketing intelligence, relationship marketing and trust. Marketing Intelligence & Planning. 24 (7), pp. 730-745. https://doi.org/10.1108/02634500610711888

Placing customer service strategy in the context of a vertical marketing system
Lee, Yang-im and Trim, P.R.J. 2006. Placing customer service strategy in the context of a vertical marketing system. Strategic Change. 15 (7-8), pp. 331-339. https://doi.org/10.1002/jsc.774

Building mutually oriented partnership arrangements in the retailing sector: the key to marketing success
Lee, Yang-im and Trim, P.R.J. 2006. Building mutually oriented partnership arrangements in the retailing sector: the key to marketing success. Academy of marketing conference: marketing excellence. Holiday Inn Express, Regent’s Park, London 4th to 6th July 2006