Dr Cheryl Leo

Senior Marketing Lecturer

About me

Dr Cheryl Leo received her PhD from Queensland University of Technology in 2011. Prior to joining Murdoch University, Cheryl was a Postdoctoral Research Fellow with Griffith Business School (Brisbane). Her scholarly research interests are in services marketing and social marketing, specifically focusing on employee and deviant behaviours. Cheryl’s thought leadership has been recognized through several research awards that include the 2010 QUT Executive Dean’s outstanding doctoral award and the Emerald highly commended outstanding doctoral award. Her paper was the top 5 best papers of International Nonprofit and Social Marketing (INSM) 2010 conference. Currently, she is also involved in a large-scale industry research collaboration with Queensland Catholic Education Commission (QCEC) evaluating an alcohol curriculum with a team of researchers.

Teaching area

Cheryl has had previous experiences with teaching at an undergraduate and postgraduate level that includes different modes of face-to-face, online, and transnational education.

  • BUS268 Services Marketing (Undergraduate)
  • MBS574 Strategic Research in International Markets (Post Graduate)
  • MBS575 Cross-Cultural Consumer Behaviour (Post Graduate)
  • MBS537 Strategic Marketing Management (MBA)

Research areas

  • Services Marketing
  • Social Marketing
  • Service Employees
  • Deviant behaviours.


Awards and grants


  • 2012   Awarded Griffith Business School Pro-Vice Chancellor Research Excellence Award (Social Marketing @ Griffith category)
  • 2012   Awarded Highly Commended Award for AMA International Service Research Conference (SERVSIG), Hanken School of Economics, Helsinki.
  • 2010  Nominated top 5 papers of the 2010 International Nonprofit and Social Marketing (INSM) conference, QUT, Brisbane.
  • 2010  Awarded Emerald Highly Commended Outstanding Doctoral Thesis Award
  • 2010  Awarded QUT Executive Dean’s Commended Outstanding Doctoral Thesis Award

Research Grants: 

  • 2013 to 2015  Awarded Australian Research Council (ARC) Linkage Grant $162, 810  “Advancing prevention science: application of social marketing to change the drinking culture of young Australians.” – With Rundle-Thiele, S; Connor, J P; Drennan, J; Russell-Bennett, R; Percy, J.


Events and speaking engagements

Cheryl has presented at several local and international marketing conferences that include:

  • Laud, G., Leo, C. & Chou, C. (2018) “‘Service System Well-being: Conceptualising a Macro-Level Concept”. American Marketing Academy Special Interest Group Conference (SERVSIG), Paris, France.
  • Tsarenko, Y. & Leo, C. (2016). “Drivers of Employee Advocacy”. American Marketing Academy Special Interest Group Conference (SERVSIG), Maastricht, Holland.
  • Chou, YHC., Leo, C. & Chen, T. (2016). “Customer Experience, Internal States and Value Co-creation in Firm-Hosted Virtual Communities”. Australia New Zealand Marketing Academy Conference (ANZMAC), Christchurch, Australia.
  • Leo, C. & Zainuddin, N. (2015). “When Support Services become Unsupportive: Investigating Value Destruction in Social Marketing Services”. International Social Marketing Conference (ISMC), Wollongong, Australia.
  • Chen, T., Ou, S. & Leo, C. (2015). “Understanding the Beginning of Co-creation: An Asian Case Study”.  International Research Symposium on Service Excellence in Management (QUIS), Shanghai
  • Arli, D. & Leo, C. (2014) “Stretching Moral Muscles: Antecedents of Consumer Ethics Behaviours,” American Marketing Association 2014 Summer Marketing Educators’ Conference (AMA Summer).
  • Arli, D. & Leo, C. (2014) “Stretching Moral Muscles: Antecedents of Consumer Ethics Behaviours,” American Marketing Association 2014 Summer Marketing Educators’ Conference (AMA Summer).
  • Leo, C. (2013). “Service Employees’ Influence on Consumers’ Socially Responsible Behaviours: A Case of Alcohol Servers.” American Marketing Academy Frontiers in Service Research Conference, Taipei.
  • Leo, C., Greer, D. & Sparks, B. (2012). “An Exploration of Consumer Manipulation in Services”. American Marketing Academy Special Interest Group Conference (SERVSIG), Helsinki, Finland.
  • Leo, C. (2011). “To be Nice or Ugly?”: A Conceptual Framework for Service Provider Behaviour in Non-Commercial Services”. Australia New Zealand Marketing Academy Conference (ANZMAC), Perth, Australia.
  • Leo, C. & Russell-Bennett, R. (2011). “Testing a Model of Key Antecedents of Customer-Oriented Deviance (COD)”. Australia New Zealand Marketing Academy Conference (ANZMAC), Perth, Australia.
  • Leo, C.  & Russell-Bennett, R (2010), ‘Customer-Oriented Deviance (COD): Why do Frontline Employees Risk it all for Customers?’, American Marketing Academy Special Interest Group Conference (SERVSIG), Porto, Portugal.
  • Leo, C. & Russell-Bennett, R (2010), ‘Social Marketing-Customer Orientation (SMCO): How Customer Orientation Differ for Social Marketing Service Employees’, International Non-For-Profit and Social Marketing Conference (INSM), Brisbane, Australia.

Professional and community service

  • 2014 to date – Secretary for the National Australian Association of Social Marketing (AASM)
  • 2015 to 2016 – Murdoch Masters in Business Administration (MBA) Co-Chair

Doctoral and masters supervisions

Completed students:

  • Dr Yu-ting Huang: “The moderating effects of cultural congruence on the internal marketing – employee satisfaction relationship” – PhD awarded in 2013


Journal Publications:

  • Chen, T, Ow, S, & Leo, C. (2017), The Beginning of Value Co-Creation: Understanding Dynamics, Efforts, and Betterment, Journal of Service Theory and Practice, 27(6): 1145-1166.
  • Leo, C. & Zainuddin, N. (2017), Exploring Value Destruction in Social Marketing Services,  Journal of Social Marketing, 7(4): 405-422.
  • Tsarenko, Y., Leo, C. & Tse, H. (2017), When and Why do Social Resources influence Employee Advocacy? The Role of Personal Investment and Perceived Recognition, Journal of Business Research, 82: 260-268.
  • Russell-Bennett, R., Leo, C., Rundle-Thiele, S., & Drennan, J., (2016), A Hierarchy-of-Effects Approach to Designing a Social Marketing Game, Journal of Nonprofit & Public Sector Marketing, 28 (2): 105-128.
  • Arli, D., Leo, C., 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): 2-13.
  • Dietrich, T., Rundle-Thiele, S., Schuster, L., Drennan, J., Russell-Bennett, R., Leo, C., Gullo, M., Connor, J., (2015), Differential segmentation responses to an alcohol social marketing program, Addictive Behaviors, 49:  68-77.
  • Dietrich, T., Rundle-Thiele, S., Leo, C., 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): 251-259.
  • Rundle-Thiele, S., Schuster, L., Dietrich, T., Russell-Bennett, R., Drennan, J., Leo, C., Connor, J., (2015), Maintaining or changing a drinking behavior? GOKA’s short-term outcomes, Journal of Business Research, 68 (10): 2155 – 2163.
  • Leo, C. (2013), ‘Social Marketing Customer Orientation (SMCO): A Conceptualisation, Typology, and Conceptual Framework’, Journal  of Nonprofit and Public Sector Marketing, 25 (10): 56-80.
  • Leo, C and Russell-Bennett, R. (2014), ‘Developing a Multidimensional Scale of Customer-Oriented Deviance (COD)’, Journal of Business Research, 67 (6): 1218-1259.
  • Leo, C. (2013), ‘When Enough is Enough! Servers’ Alcohol Refusal Styles and Key Antecedents’, International Journal of Hospitality Management 35: 10-18.
  • Leo, C and Russell-Bennett, R. 2011, ‘Investigating Customer-Oriented Deviance (COD) from a Frontline Employee’s Perspective’, Journal of Marketing Management, 28 (7/8): 865-886.

Book Chapter:

  • Rundle-Thiele, Sharyn., Kubacki, Krzysztof., Leo, Cheryl., Arli, Denni., Carins, Julia., Dietrich, Timo Henrik Oliver., Palmer, Janet, and Szablewska, Natalia (2013) “Social Marketing: Current Issues and Future Challenges” In Kubacki, Krzysztof and  Rundle-Thiele, Sharyn (Eds.), Contemporary Issues in Social Marketing (pp. 216-237). United Kingdom: Cambridge Scholars Publishing.