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,' for Agence France-Presse on Wendy's plans to test dynamic pricing, and for Food Technology magazine on the various strategies used by consumer packaged goods companies, like legacy food brands, to stay fresh in the face of increased competition.