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.
Carvalho Borella, M.R., Barcellos, P.F.P, Merz, G.R., Sachdev, H., Galelli, A. (2016). Estrutura Organizacional, Capacidade dos Serviços e Impacto sobre o Desempenho de Fornecedores Logísticos no contexto B2B, Revista Gestão Produção, Forthcoming in 2016.
Sachdev, H., Merz, G. R., Barcellos, P. F. P., Borella, M. R. (2015). Logistics Service Provider-Client Relationship: Comparing U.S.A and Brazil. Atlantic Marketing Journal, Vol. 4, Issue. 2, Article 6.
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.