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 Business 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.

Research areas/Expertise
AFP (Agence France-Presse)
From Furby to Grimace, brands cash in with nostalgic reboots

Agence France-Presse interviewed Purvi Shah, professor at The Business School, about the phenomenon behind the recent resurgence of items such as Barbie, Furbies, and Grimace. Shah has done extensive research in this area, even coining the term "nostalgic brand love", which is a main driver behind the newfound popularity. The original article was published in French and widely circulated to English media outlets such as MSN and Barron's.

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Colleen B Wamback Associate Director, Public Relations

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