Purvi Shah

Associate Professor
PhD Marketing from Texas Tech University, Lubbock, TX, USA (2013)
MBA Marketing and IB from Texas Tech University, Lubbock, TX, USA (2009)
MMS (Marketing) from University of Mumbai, India (2003)
B.Com. (Economics) from University of Mumbai, India (2000)
Expert Bio

Associate Professor of Marketing Purvi Shah does multifaceted research on marketing and brand management.  Her work has explored consumer experiences and opinions about expiration dates and the confusion surrounding them. More recently she has focused her scholarly pursuits on the deletion and addition of brands by companies. For example, most companies make these decisions based on financial performance metrics, but other considerations include consumer needs and preferences and the company’s portfolio strategy and strategic directions and goals. This research has led her to coin a new term “nostalgic brand love. She has also provided analysis for AdAge on brand awareness among 'Generation Alpha' and for Agence France-Presse on Wendy's plans to test dynamic pricing.

AFP (Agence France-Presse)
Wendy's wants to test the experience of dynamic pricing

Wendy’s will test dynamic pricing, meaning products may cost more at times of peak demand and less in off-hours. Purvi Shah, associate professor of marketing in The Business School, analyzes the risk and potential reward for the company in this article from Agence France-Presse in Le Parisien 

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