Eastern Michigan University
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G. Russell Merz

Professor of Marketing and Integrated Marketing Communications

549 Owen




Ph.D. Michigan State University (1987)
M.B.A. Miami University (1977)
B.S. Georgia Institute of Technology (1971)

Professional Summary

Professor Russ Merz is a tenured Professor of Marketing at Eastern Michigan University.

He is the lead professor for brand management and communications research courses in the Echo Award winning M.S. in Integrated Marketing Communications program at EMU. He is also a multiple award winning researcher for articles in sports marketing, website branding, customer engagement, and the role of social media in online brand development and purchase decisions.

Professor Merz is also an experienced research scientist and analytics consultant with subject matter expertise in market research methods, and the development and application of customer experience analytics to marketing management problems in the areas of advertising, PR, branding, retailing, social media and e-commerce.

He has published in various journals including the Strategic Management Journal, Journal of Advertising, Journal of Small Business Management, Sport Marketing Quarterly, Journal of Applied Marketing Theory, and Journal of Business Marketing Management.

Courses Taught

MKTG 470 Marketing Research
MKTG 475 Marketing Management
MKTG655 Strategic Brand Management
IMC602 Brand Development
IMC604 Marketing Communications Research

Research Interests & Projects

Professor Merz conducts research on theoretical and practical issues in marketing with special emphasis on the management of customer experiences in the digital marketing space. He specializes in applying multivariate statistics and structural equations modeling techniques to the investigation of customer experience measurement and management problems in e-commerce, retailing and customer service.

Selected Publications

Merz, G. R. (2012). "A Brand Equity Model for an Internet Portal Website",  In Tobias Langner and Martin Eisend (Eds.) Advances in Advertising Research, Vol. III, 137-152, . Wiesbaden Germany:  Gabler Verlag--Springer Fachmedien.

Sachdev, H. & Merz, G. R. (2012).  A Model of Manufacturer-Driven Governing Mechanisms and Distributor Performance.  Journal of Business Market Management, 5 (1), 21-41.

Merz, G. R. (2011).  An Integrated Model of Media Satisfaction and Engagement: Theory, Empirical Assessment and Managerial Implications.  Journal of Applied Marketing Theory, 2 (2), 1-24.

Sachdev, H. J. & Merz, G. R. (2010).  Organization Structure and Service Capabilities as Predictors of Supply Chain Performance: B2B Seller's Perspective.  Journal of Applied Marketing Theory, 1 (1), 16-31.

Fullerton, S. & Merz, G. R. (2008).  The Four Domains of Sports Marketing: A Conceptual Framework.  Sport Marketing Quarterly, 17 (2), 90-108.

Professional Affiliations

Academy of Marketing Science (AMS)
Association of Marketing Theory and Practice (AMTP)
European Advertising Association (EAA)
Beta Gamma Sigma