Altaf Merchant, Ph.D.

Interim Gary E. & James A. Milgard Endowed Dean; Professor of Marketing
Old Dominion University
University of Mumbai

Dr. Altaf Merchant is Interim Gary E. & James A. Milgard Endowed Dean and 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

Honors and Awards

2019 Academy of Indian Marketing-American Marketing Association Sheth Foundation Doctoral Consortium Distinguished Faculty
2018 UW Leadership Excellence Project participant (2018-2020)
2018 MBA Faculty of the Year Award, Milgard School of Business
2015 Recognized among ten most influential research on Children and Advertising (1972-2015) in the Journal of Advertising
2014 MBA Faculty of the Year Award, Milgard School of Business
2014 Dean’s commendation for Outstanding Teaching Performance, Milgard School of Business
2013 Great Mind Award from the Advertising Research Foundation for best paper published in the Journal of Advertising Research
2013 Best Paper Proceedings, Academy of Management Annual Meeting
2013 Most Inspirational Faculty Award, Milgard School of Business
2008 Best Paper Award, International Journal of Nonprofit and Voluntary Sector Marketing
2007 Fellow, American Marketing Association-Sheth Foundation Doctoral Consortium
2007 Love of Learning Award, Phi Kappa Phi
2002 Glaxo Smithkline Spirit Award for business excellence for outstanding performance as a brand manager
1997 Dandekar Trophy, Bombay Management Association
1996 Khandelwal Trophy, Faculty of Management, University of Mumbai


Academy of Marketing Science

Journal of Advertising Research (impact factor: 2.034)

  • Associate Editor: 2017 - till date
  • Member, Editorial Advisory Board: 2014 - till date

Journal of Business Research

Media Mentions


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

CV or Resume
PDF icon Altaf Merchant CV 2019 Sept.pdf215.54 KB
Publication Date Bibliographic Citation

Jain, Varsha, Altaf Merchant, Subhadip Roy and John Ford (2019), “Developing an Emic Scale to Measure Ad-evoked Nostalgia in a Collectivist Emerging Market, India,” Journal of Business Research, 99, 140-156.


Pecot, Fabien, Altaf Merchant, Pierre Valette Florence and Virginie DeBarnier (2018), “Cognitive Outcomes of Brand Heritage: A Signaling Perspective,” Journal of Business Research, 85, 304-316.


Ford, John B., Altaf Merchant, Anne-Laure Bartier and Mike Friedman (2018), “The Cross-Cultural Scale Development Process: The Case of Brand Nostalgia in Belgium and the United States,” Journal of Business Research, 83, 19-29.


Merchant, Altaf, Kathryn Latour, John B. Ford and Michael Latour (2018), “Should Cookie Monster Adopt a Healthy Lifestyle or Continue to Indulge? Insights into Brand Icons,” Psychology and Marketing, 35(1), 64-78.


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.


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.


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.


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.


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.


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..


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. (THIS PAPER WAS AWARDED THE BEST PAPER PUBLISHED BY THE JOURNAL IN 2013).


Merchant, Altaf and Gregory M. Rose (2013), “Effects of Advertising-Evoked Vicarious Nostalgia on Brand Heritage,” Journal of Business Research, 66(12), 2619-2625.


Rose, Gregory M., Altaf Merchant and Aysen Bakir (2012), “Fantasy in Food Advertising Targeted at Children.” Journal of Advertising, 41(3), 75-90 (Showcased among 12 most important research papers published on Children and Advertising in the time period 1975-2015).