Merlyn Griffiths
Department Head / Associate Professor
Marketing, Entrepreneurship, Hospitality & Tourism
Email Address: magriff3@uncg.edu
Phone: 336.334.3763
Bio
Dr. Merlyn A. Griffiths is the Department Chair of the Marketing, Entrepreneurship, Hospitality and Tourism Department and an Associate Professor of Marketing in the Bryan School of Business and Economics at the University of North Carolina, Greensboro. Her research interests include the sharing economy, consumer smoking and vaping behaviors, territoriality, loneliness, branding and services marketing. Her work is published in leading journals including Circulation -The American Heart Association Journal, Journal of Public Policy and Marketing, Journal of Service Research, Psychology and Marketing, Journal of Product and Brand Management, Journal of Consumer Affairs and other top journal outlets. She has also published in the Wall Street Journal. She co-authored the textbook Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan published by Kendall Hunt Publishers.
Dr. Griffiths is a sought-after speaker with invitations including the Food and Drug Administration (FDA) Waterpipe Smoking Workshop, where she presented her research on “Hookah Culture” the Center for Disease Control and Prevention (CDC) Community Anti-Drug Coalitions of America (CADCA) project to present her work on hookah consumption behaviors and educate community advocates, regulators, policy makers and advisors at the Mid-Year Training Institute. She is the recipient of numerous awards for research and teaching, and featured on media networks including BBC and MSNBC. She is a member of the PhD. Project and has served as a planning committee faculty advisor, mentor, and president of the Marketing Doctoral Student Association. She is a graduate of University of California-Irvine (Ph.D.), Bentley University (MBA) and Boston University (BS).
Education
Ph.D., Management – University of California-Irvine: The Paul Merage School of Business
M.B.A. International Business – Bentley University: McCallum Graduate School of Business
B.S.B.A. in Finance – Boston University School of Management
Recent Research & Publications
Publications
- Griffiths, M.A. LaPan, C. James, C. (2024) Negative Externalities of Collaborative Consumption: The Cost of Exploitation in Understanding Collaborative Consumption edited by Pia A. Albinsson, B. Yasanthi Perera, & Stephanie J. Lawson
- Griffiths, M. A., Albinsson, P.A., Perera, B.Y, (2023) Balancing Rights with Responsibilities: Consumer Response to Expert Systems COVID-19 Infodemics. In COVID-19 Pandemic. Routledge.
- Griffiths, M. A., Perera, B.Y. Albinsson, P.A., (2022) “Lives of the Lonely: How Collaborative Consumption Services can Alleviate Social Isolation.” Frontiers in Psychology-Personality and Social Psychology.
- Smith, Debra, James, Channelle D., Griffiths, Merlyn A. (2021) Co-brand partnerships making space for the next black girl: backlash in social justice branding. Psychology and Marketing 38(12), 2314-2326.
- Albinsson, P. A., Perera, B. Y., Griffiths, M. A. (2021). Overcoming Scarcity through Efficient Consumption: Innovative Sharing Initiatives., in Thomas Sigler (Ed) The Modern Guide to the Sharing Economy, Edward Elger Publishing Ltd.
- Griffiths, Merlyn A., Perera, B. Yasanthi, Albinsson, Pia A., (2019) Contrived surplus and negative externalities in the sharing economy. Journal of Marketing Theory and Practice 27(4), 445-463.
- Bhatnagar, A., Maziak, W, Eissenberg, T. Ward, K, Thurston, G. King, B. Suftin, E. Cobb, C., Griffiths, M., Goldstein, L, Rezk-Hanna, M. (2019) Water Pipe (Hookah) Smoking and Cardiovascular Disease Risk: A Scientific Statement from the American Heart Association. Circulation, CIR-0000000000000671. doi.org/10.1161/CIR.0000000000000671
- Lefebvre, Sarah, Cook, Laurel Aynne, and Griffiths, Merlyn A. (2019) Consumer Perceptions of Genetically Modified Foods: A Mixed-Method Approach. Journal of Consumer Marketing, (https://doi.org/10.1108/JCM-12-2016-2043).
- Griffiths, M. A. (2018). Brand vulgarity. Journal of Product & Brand Management, 27(4), 404-414.
Books
- Griffiths, Merlyn A., and James, Channelle D. (2018), Mastering the Art: An Entrepreneurial Guide to a Profit-Driven Marketing Plan, Kendall Hunt Publishing, Dubuque, IA.
Book Chapters
- Griffiths, M., Lefebvre, S., Cook, L. A., James, C., & Scott, A. (2022). Brand Vulgarity: The Impact on Reputation, Image and Corporate Social Responsibility: An Abstract. In Academy of Marketing Science Annual Conference (pp. 465-466). Springer, Cham. https://doi.org/10.1007/978-3-030-89883-0_117
- Scott, Andrea, Griffiths, Merlyn A. and Gross, Barbara (2015). “Interpreting the Signs: Cultural Challenges and Message Framing in a Long-term Road Safety Campaign (1980 – 2006), Marketing and Public Policy Conference, June 4-6 2015, Washington DC.