Altaf Merchant

Altaf Merchant 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 consumer behavior with an emphasis on nostalgia and non profit marketing issues. He teaches Introduction to Marketing at the undergraduate and graduate levels. 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.

Specialty

Consumer Behavior - Nostalgia, Time Orientation, Non-profit marketing issues

Selected Publications

• MERCHANT, Altaf and John B. Ford (2008), "Nostalgia and Giving to Charity: A Conceptual Framework for Discussion and Research," International Journal of Nonprofit and Voluntary Sector Marketing, 13 (1), 13-30 (THIS PAPER WAS AWARDED THE BEST PAPER PUBLISHED BY THE JOURNAL IN 2008).
• Ford, John B. and Altaf MERCHANT (2008), "A Ten-Year Retrospective of Advertising Research Productivity : 1997-2006," Journal of Advertising, 37(3), 69-94.
• MERCHANT, Altaf, John B. Ford and Adrian Sargeant (2010), Charitable Organizations' Storytelling Influence on Donor Emotions and Intentions, Journal of Business Research, 63, 754-762.
• MERCHANT, Altaf, John B. Ford and Adrian Sargeant (2010), Dont Forget to say Thank You: The Effect of an Acknowledgement on Donor Relationships, Journal of Marketing Management, 26 (7-8), 593-611.
• John B. Ford, and Altaf MERCHANT (2010), Nostalgia Drives Donations: The Power of Charitable Appeals Based on Emotions and Intentions, Journal of Advertising Research, 50(4), 450-459.
• MERCHANT, Altaf, John B. Ford and Gregory Rose (2011),How Personal Nostalgia Influences Giving to Charity, Forthcoming in the Journal of Business Research.
• Karande, Kiran and Altaf MERCHANT, The Impact of Time and Planning Orientation on an Individuals Recreational Shopper Identity and Shopping Behavior. Forthcoming in the Journal of Marketing Theory and Practice.

Honors and Awards

• Research Fellow of the Center for Leadership and Social Responsibility, Milgard School of Business, 2009-2010
• Award for 2008 Best Paper of the Year from the International Journal of Nonprofit and Voluntary Sector Marketing
• Awarded the American Marketing Association Foundation Nonprofit Travel Grant, 2008
• Fellow of the prestigious American Marketing Association-Sheth Foundation Doctoral Consortium, 2007
• Awarded the "Love of Learning Award" by the Honor Society of Phi Kappa Phi, 2007
• Awarded the Outstanding Doctoral Student in Marketing Award by the College of Business and Public Administration of the Old Dominion University, 2007
• Awarded the "Glaxo SmithKline Spirit Award for Business Excellence," for performance as a Brand Manager, 2002

Affiliations

• Academy of Marketing Science
• American Marketing Association

Academic Service

• Ad-hoc reviewer, International Journal of Nonprofit and Voluntary Sector Marketing
• Ad-hoc reviewer, Asia Pacific Journal of Management
• Ad-hoc reviewer for various national and international marketing conferences