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Girard School of Business

Natalie Mitchell

Assistant Professor

Marketing and Sport Management

Dr. Natalie A. Mitchell joins Merrimack from Tulane University and the University of Texas-Austin, where she taught graduate and undergraduate courses in marketing and advertising. Her teaching includes Principles of Marketing, Advertising and Promotions, and Consumer Behavior. Her research focuses on marketing communications, luxury brands, consumer culture, and stigma identity. In particular, Natalie has interest in examining how luxury brand mentions on reality television impacts stigmatized groups. Other research interests include consumer behavior, counterfeit luxury, celebrity endorsements, and non-traditional advertising. Natalie’s research has been accepted to the Journal of Public Policy & Marketing, Consumption, Markets & Culture, Review of Marketing Research, Academy of Marketing Science Review and Mass Communication & Society. Her research has been presented at the American Marketing Association, Society of Consumer Psychology, Consumer Culture Theory, and Transformative Consumer Research, Heretical Consumer Research, and Public Policy & Marketing international and domestic conferences. Prior to her academic endeavors, Natalie’s professional career included nearly 10 years of work experience in marketing, retail merchandising, advertising, and special events, at Main Event, Macy’s Inc., CSX Corp., as well as in public relations, at a boutique firm she launched in college. In her most recent role as a regional special events manager for Macy’s, Natalie successfully hosted in-store events promoting celebrities - 50 Cent, Patti LaBelle, Nelly, Queen Latifah among others - and their brand extensions, which sparked her doctoral pursuits.


  • Ph.D., Advertising and Marketing, University of Texas, Austin
  • M.S., Integrated Marketing Communications, Florida International University
  • B.S., Public Relations, University of Florida


Mitchell’s research focuses on consumer culture, brand mentions, luxury consumption, envy, stigma identity and ethics.




Crowe 314