G. Russell Merz

G. Russell Merz

Professor of Marketing and Integrated Marketing Communications


117 Hill


[email protected]


  • Ph.D. Michigan State University
  • MBA Miami University
  • BS Georgia Institute of Technology

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

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.

Professional Affiliations

  • Academy of Marketing Science (AMS)
  • Marketing Science Institute (MSI)
  • Association of Marketing Theory and Practice (AMTP)
  • European Advertising Association (EAA)
  • Beta Gamma Sigma
  • Top Marketing Professors on Twitter