Altaf Merchant, Ph.D.

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

Altaf Merchant is an Associate Professor of Marketing at the Milgard School of Business. He is Associate Editor of the Journal of Advertising Research, and Program Co-Chair of the 2019 Academy of Marketing Science Annual Conference to be held in Vancouver, BC. He joined the Milgard School of Business in 2008 after earning his Ph.D. in Marketing from the Old Dominion University. His research interests focus on nostalgia, brand heritage, cross-cultural issues, and prosocial behaviors. Professor Merchant has published 25 scholarly research articles and his research has been presented all over the world at over 48 scholarly meetings. He is working with researchers across nine countries (United States, France, United Kingdom, Germany, Belgium, Qatar, India, South Korea and South Africa). Professor Merchant is also a member of the Editorial Review Boards of the Journal of Advertising Research and the Journal of Business Research. He has held visiting positions at University of Lorraine, and Aix-Marseille University in France, King’s College in the U.K., and MICA School of Strategic Marketing in India. Prior to his academic career he worked for eight years with various marketing organizations (like Reckitt Benckiser and Glaxo SmithKline) in global brand management and innovations management.

Scholarly Interests

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

Current Research

1. Mei Rose, Gregory Rose and Altaf Merchant “‘Is Old Gold?’ Measurement and Consequences of University Brand Heritage,” Forthcoming in the Journal of Advertising Research (Impact factor:2.56).
2. Merchant, Altaf, Gregory Rose, Sunmee Choi and Drew Martin “Cross-cultural folk-tale-elicitation research on the perceived power, humanistic and religious symbolisms, and use of money,” Forthcoming in the Journal of Business Research (Impact factor:2.129.
3. Merchant, Altaf, John B. Ford, Christian Dianoux and Jean-Luc Herrmann (2015), “Development and Validation of an Emic Scale to Measure Ad-Evoked Nostalgia in France,” International Journal of Advertising, 35(4), 706-729 (impact factor:1.169).
4. 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 (Impact factor:1.476).
5. Rose, Gregory, Altaf Merchant, Ulrich Orth and Florian Horstmann (2015), “Emphasizing Brand Heritage: Does it Work? And How?” Journal of Business Research, 69(2), 936-943 (impact factor: 2.129).
6. 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(Impact factor:1.837- FT 50 - This journal is one of the 50 journals used by the Financial Times in compiling the prestigious Business School research rank).
7. Merchant, Altaf and Gregory M. Rose (2013), “Effects of Advertising-Evoked Vicarious Nostalgia on Brand Heritage,” Journal of Business Research, 66(12), 2619-2625 (Impact factor: 2.129).
8. 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) (impact factor: 2.56).
9. Rose, Gregory M., Altaf Merchant and Aysen Bakir (2012), “Fantasy in Food Advertising Targeted at Children.” Journal of Advertising, 41(3), 75-90 (impact factor: 2.288) (Showcased among 12 most important research papers published on Children and Advertising in the time period 1975-2015).

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

  • Program Co-Chair: 2019 Academy of Marketing Science Annual Conference
  • Doctoral Colloquium Chair/Co-Chair: 2017 San Diego (CA); 2018 Porto (Portugal); 2018 New Orleans (LA).

Journal of Advertising Research

  • Associate Editor
  • Member of Editorial Advisory Board

Journal of Business Research

  • Member of Editorial Review Board

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

CV or Resume
File Altaf Merchant CV (August 2017).docx54.34 KB