Altaf Merchant, Ph.D.

Associate Professor & Associate Dean (Administrative Initiatives)
Old Dominion University
University of Mumbai

Dr. Altaf Merchant is Associate Dean (Administrative Initiatives), and Associate Professor of Marketing at the Milgard School of Business. He is a Visiting Professor at the University of Lorraine, and the Aix-Marseille University in France, Senior Research Fellow at the King’s College (U.K.), and Distinguished Professor in Residence at MICA School of Strategic Marketing in India. Dr. Merchant serves as Associate Editor of the Journal of Advertising Research and Program Co-Chair of the 2019 Academy of Marketing Science Annual Conference. He has published over 28 peer reviewed articles and made over 60 scholarly presentations worldwide. His research focuses on advertising, branding, cross-cultural and nonprofit marketing issues. Prior to teaching, Professor Merchant was a brand/marketing manager for several global brands for over ten years. Working with Glaxo Smithkline, Reckitt Benckiser and Sara Lee, he coordinated marketing teams and launched products and campaigns internationally across several countries in Asia, Europe and Africa. He currently also serves as Director on the Board of Sound Credit Union, Tacoma.

Scholarly Interests

• Nostalgia
• Brand Heritage
• Cross-Cultural Issues
• Family issues and prosocial behaviors

Current Research

1. Ford, John B., Altaf Merchant, Anne-Laure Bartier and Mike Friedman (forthcoming), “The Cross-Cultural Scale Development Process: The Case of Brand Nostalgia in Belgium and the United States,” Journal of Business Research.
2. Merchant, Altaf, Kathryn Latour, John B. Ford and Michael Latour (forthcoming), “Should Cookie Monster Adopt a Healthy Lifestyle or Continue to Indulge? Insights into Brand Icons,” Psychology and Marketing.
3. Mei Rose, Gregory Rose and Altaf Merchant (2017), “‘Is Old Gold? How Heritage “Sells” The University to Prospective Students,” Journal of Advertising Research, 57(3), 335-351.
4. Merchant, Altaf, Gregory Rose, Sunmee Choi and Drew Martin (2017), “Cross-cultural folk-tale-elicitation research on the perceived power, humanistic and religious symbolisms, and use of money,” Journal of Business Research, 74, 113-119.
5. Merchant, Altaf, John B. Ford, Christian Dianoux and Jean-Luc Herrmann (2016), “Development and Validation of an Emic Scale to Measure Ad-Evoked Nostalgia in France,” International Journal of Advertising, 35(4), 706-729.
6. Rose, Gregory, Altaf Merchant, Ulrich Orth and Florian Horstmann (2016), “Emphasizing Brand Heritage: Does it Work? And How?” Journal of Business Research, 69(2), 936-943.
7. Davalos, Sergio, Altaf Merchant, Gregory Rose, Brent Lessley, and Ankur Teredesai (2015), “The Good Old Days” an Examination of Nostalgia in Facebook Posts,” International Journal of Human-Computer Studies, 83, 83-93.
8. Salvador, Rommel, Altaf Merchant and Elizabeth Alexander (2014), “Faith and Fair Trade: The Moderating Role of Contextual Religious Salience,” Journal of Business Ethics, 121 (3), 353-371.
9. Merchant, Altaf and Gregory M. Rose (2013), “Effects of Advertising-Evoked Vicarious Nostalgia on Brand Heritage,” Journal of Business Research, 66(12), 2619-2625.
10. Merchant, Altaf, Kathryn LaTour, John B. Ford and Michael S. LaTour (2013), “How Strong is the Pull of the Past: Measuring Personal Nostalgia Evoked by Advertising,” Journal of Advertising Research, 53(2), 150-165.

Honors and Awards
  • Great Mind Award from Advertising Research Foundation for best paper published in the Journal of Advertising Research (2013)
  • 2014 MBA Faculty of the Year Award
  • Best Paper Proceedings, Academy of Management Annual Meeting, 2013
  • Dean's commendation for Outstanding Teaching Performance, Milgard School of Business.
  • Most Inspirational Faculty Award, Milgard School of Business, 2013
  • Research Fellow of the Center for Leadership and Social Responsibility, Milgard School of Business.
  • Best Paper Award from the International Journal of Nonprofit and Voluntary Sector Marketing, 2008
  • Fellow of the prestigious American Marketing Association-Sheth Foundation Doctoral Consortium, 2007
  • Love of Learning Award from the Honor Society of Phi Kappa Phi, 2007
  • Outstanding Doctoral Student in Marketing Award from the College of Business and Public Administration of the Old Dominion University, 2007
  • Glaxo SmithKline Spirit Award for Business Excellence for performance as a Brand Manager, 2002

Academy of Marketing Science

Journal of Advertising Research

  • Associate Editor
  • Member of Editorial Advisory Board

Journal of Business Research

  • Member of Editorial Review Board

Media Mentions


• Introduction to Marketing
• Marketing Management
• Innovations Management
• Strategic Brand Management
• Retailing

CV or Resume
PDF icon Altaf Merchant CV Feb 2018.pdf189.79 KB