Professor Shah’s research focuses on brand and product deletion and product disposal.
Featured works:
Shah, Purvi (2024). In pursuit of relevant and rigorous qualitative research in marketing academia. Journal of Marketing Management, 40(13-14), 1114-1134.
Almazyad, Fadi, Purvi Shah, & Eleanor T. Loiacono (2023). Social media activism for resurrecting deleted brands: the role of consumers’ psychological reactance. Journal of Brand Management, 30(4), 367-380.
Zhu, Qingyun, Roberto Antonio Martins, Purvi Shah, and Joseph Sarkis (2021), "A bibliometric review of brand and product deletion research: Setting a research agenda," IEEE Transactions on Engineering Management, doi: 10.1109/TEM.2021.3055459.
Shah, Purvi (2020). Managing customer reactions to brand deletion in B2B and B2C contexts. Journal of Retailing and Consumer Services, 57(C).
Bai, Chunguang, Purvi Shah, Qingyun Zhu, and Joseph Sarkis (2017),"Green Product Deletion Decisions: An Integrated Sustainable Production and Consumption Approach,” Industrial Management and Data Systems, 118(2), 349-389.
Shah, Purvi (2017), ""Why do Firms Delete Brands?: Insights from a Qualitative Study,” Journal of Marketing Management, 33(5-6), 446-463.
Shah, Purvi, Debbie A. Laverie, & Donna F. Davis (2017). Research paper Brand deletion. Journal of Brand Strategy, 5(4), 434-452.
Hall-Phillips, Adrienne and Purvi Shah (2017),"Unclarity confusion and expiration date labels in the United States: A consumer perspective,” Journal of Retailing and Consumer Services, 35, 118-126.
Shah, Purvi (2015), "Kill it or keep it?: The weak brand retain-or-discard decision in brand portfolio management,” Journal of Brand Management, 22(2), 154-172.
