ISSN: 2694-1821

The Association of Marketing Theory and Practice is an international academic marketing conference that focuses on bringing together both academic theory and real world marketing practices. We encourage the participation of both business professors and business managers in our annual conference and our affiliated journal. Our conference aims for an encouraging, collegial environment in which faculty and students as well as practitioners can share ideas, build research streams, and develop partnerships for future projects.

The AMTP Proceedings for 2012 are archived in this collection. The files for the abstracts and full papers are not available for the 2012 conference session.


Submissions from 2012

Booster Seat Usage: Perspectives of Hispanic Parents, Melek Meral Meral Anitsal, Ismet Anitsal, and Kevin Liska

A Phenomenological Investigation of Fine Dining Experience, Raj Arora

Social Responsibility in Sport: What is it worth?, Khalid Ballouli and Brandon Brown

A Study of the Academic Integrity Perceptions of Business Students in China and Their Business Decisions, Anne H. Batory, Wenti Xu, and Stephen S. Batory

Communicating Religious Accommodation Policies to the Internal Customer: How Important to Retention and Litigation?, Patricia C. Borstorff and Brent J. Cunningham

QR Codes: Marketing Fad or Fancy?, Dallas Branch, Ronald Dick, and Richard M. Southall

Trends in Higher Education, Margaret M. Britt, Mary H. Kelly, Thomas G. Hardenbergh, and William E. Hardenbergh

Spectator-Based Brand Equity and University-Held Pep Rallies, Brandon Brown, Khalid Ballouili, Jason Daniel Reese, and Gregg Bennett

Sentiment Toward Marketing: An Examination of Future Business Personnel Attending Different Types of Institutions, David J. Burns and Pola Gupta

Are Colleges and Universities Losing Their Way and Seemingly Becoming Merely Sources of Employment for Unemployed Administrators? An Exploration into Mission Officers, including a Chief Mission Officer, as a Source of Focus for Colleges and Universities, David J. Burns and Debra Mooney

Consumer Behavior: An Integrated Approach to Teaching and Learning, Susan Carley

The Brand Leadership Scale: Development and Validation, Yonghwan Chang, Yong Jae Ko, Il Rang Lee, Song-Hyun Cho, and Akiko Arai

Making Up for Missed Chances with Windfall Money, Subimal Chatterjee, Napatsom Jiraporn, Magdoleen Ierlan, and Glenn A. Pitman

Marketing of Support Groups, Linda Jane Coleman, Sanjay Jain, and Nehal Shah

Golf Course Marketing in a Tourism Destination, Brian Crow, Dennis Phillips, and Dallas Branch

Sports Audiences Deliver More than Attractive Demos: Cross-Media Behaviors, Emotional Engagement and Attitude Toward Advertising, Laurence Degaris

Managers’ Perceived Risk, Experiential Knowledge, Marketing Capability and International Performance: Structural Equation Model Based on Chinese International Enterprises, Paul Dishman, Hui Xu, Harry Taute, Chunli Ji, and Wen Li

Black, White or Green: The Powerful Influence of Ethnicity on Pro-environmental Attitudes and Behaviors, Andrew Ellis and Felipe Korzenny

Quantifying Risk Mitigation Strategies in Grocery Retail Supply Chain Operations: A Sensitivity Analysis Perspective, Chris I. Enyinda and Marsha D. Griffin

Self-Ambivalence and Materialism, Leisa Reinecke Flynn

Winners and Losers in Superbowl Advertising Reviews and Advertiser Stock Values, Renee Fontenot, Tom Miller, and Rick Mathisen

Turning Scents into Sense and Schooling by Smiling: The use of Sensual and Sentimental cues to Enhance Student Retention of in-class Learning, Renee Fontenot and Kristine Pray

Technology and Social Media: Classroom Tools for Educators, Danielle C. Foster, Kellie C. McGilvray, and Matthew Rheinecker

A Model of Brand Awareness and Performance: The Role of Logos, Tulay Girard, Melek Meral Meral Anitsal, and Ismet Anitsal

An Information Systems Security Assessment Framework: A Study of Pennsylvania Rural and Urban Municipalities, Tulay Girard, Jungwoo Ryoo, and Charlotte McConn

Student Perceptions of European Job Mobility and the MBA in Romania, Perry Haan, Laura Mays, and Michelle Dietrich

How Loyalty Program Schemes Activate Consumer’s Regulatory Focus: A Theoretical Investigation from Consumer Psychology, Sidney Su Han, Nan Ye, and Lefa Teng

Consumer's Channel Choice: Effects of Consumer Shopping Experience and Demographic Characteristics, Haiyan Hu

RFID and Supply Chain Visibility: Functional Tools or Managerial Tools and the Pedagological Interest, Keith C. Jones

Effective Sales Training to Enhance Employability in the Sport Industry, John Lanasa, Dorene Ciletti, and Richard Mathisen

"Let Us Represent You!": Perceived Effectiveness of Advertising by Practicing Attorneys in South Carolina, Michael Latta, Henry Lowenstein, and Carla Faye Grabert-Lowenstein

Panel on Legal and Moral Issues in Marketing, Michael Latta, Henry Lowenstein, Andy E. Hendrick, Kay Keels, and Randy S. Stuart

Evaluation of a Professional Golf Management Program by Former Students, Michael Latta, Brentan Vivian, Charles Thrash, and Albert J. Taylor

Assurance of Collaborative Learning in a Marketing Strategy Capstone Course: an Exploratory Study, Michael Latta, Samuel Wathen, and Staci Smith Willette

Two Stories and Four Concepts: Searching for a Theory of Supply Chains, Stephen LeMay, Lynn Holt, and Jason Schmurr

Marketing Services to the Millennial Generation: A 24/7 Connectivity to Extraordinary Offerings, Deborah H. Lester and Dolly D. Loyd

The Concept of Stake: Direct Influence and Mediated Influence on the Consumer Propensity to Stay with a Service, Jane W. Licata

A Generational Comparison of Economic-based and War-based Consumer Animosity: The Cases of U.S. Consumer Animosity towards China and Vietnam, Joseph P. Little, C. David Strupeck, K. Chris Cox, and Eldon L. Little

Winning Small Retailers’ Trust: A Suppliers’ Perspective, Yan Liu, Jae-Eun Chung, and Dahai Dong

Self-Service Technologies (SSTs) Acceptance: A Theory of Planned Behavior (TPB) Perspective, Yan Liu, Dahai Dong, Wei Gao, and Jay Kandampully

What do you know: An investigation of the role of websites and prior knowledge, Marsha Loda and Marie Esposito

Impact of Information Quality of a Website on Online WOM, Moutusy Maity

A Case Study of an American Indoor Football Team, Jennifer Y. Mak and Siu Yin Cheung

Multi-National Enterprises’ (MNEs’) Ethical Dilemma: The Case of Honduran Sweatshops, Jon M. Martin and Ann-Marie Majesky

Personal Characteristics in Marketing Departmental Power: A Resource Dependence Theory Perspective, Corina Marx and Malte Brettel

Customer Loyalty Programs: It is easy to giveth, not so easy to take away, Michael McCall, Dave McMahon, and Ruby Raja

The Product Placement of the Gulfstream Aircraft brand in the HBO Television Show Entourage, Steven McClung and Shawn Hermann

Marketing a “Public” University: Public Policy or Strategic Business?, Lynn W. McGee

Top Managers in Logistics: A Phenomenological Look at their Roles, Responsibilities, and Needs, Dave McMahon, Stephen LeMay, Jeff Periatt, and Jon Carr

Exploring Internet Shopping for a Niche Apparel Market, Chris A. Meyers

Exploring B2C Brand Extension Principles for B2B Markets, Michael Musante

An Examination of Internet-Based Privacy Attitudes in Select Emerging Countries, Michael Musante and Thomas Brashear

The learning chain: A merging of literatures, Rose Opengart

Competence Based Brand: Meaning And Management, Babasola Olutayo Otubanjo and Olusanmi Celestine Amujo

A Multiethnic Comparison of Predispositions toward Ecological Conscious Consumer Behavior, Brian T. Parker

Family Structure Impact on Tourist Destination Consideration Set Development, Jeff Periatt and W. Rhea Ingram

From User-Generated Content to User-Generated Branding: A Research Typology for Investigating the Power of Social Media in ‘Open-Source Branding’, Julie M. Pharr

Examining the U.S. Consumer Perceptions of Olive Oil: Implications for Marketing Strategy, Musa Pinar, Paul S. Trapp, and Tulay Girard

The Casual Relationships among a Channel Entity’s Individual Power Sources and their Impact on Power, Constructive and Destructive Conflict, and Satisfaction: A Wholesaler’s Perspective, Mohammed Y. A. Rawwas

Price Tiers as Antecedents of Event Quality in the Sport Industry, Jason D. Reese and Michael D. Kerr

Brand engagement: an analysis on motivation, Antonieta Reyes

Understanding South African Consumers Global Brand Purchase Intentions, Al Rosenbloom and James Haefner

The Halcyon Group: A Case of Relationship Marketing and Partnership Building, Howard Frederick Rudd Jr., Robert J. Brinson Sr., and Tom Kent

Increasing effectiveness within a supply chain: Developing transactive memory systems, Ania I. Rynarzewska, Larry Giunipero, Kishore Gopalakrishna Pillai, and Dayananda Palihhawadana

Modeling an Entrepreneur's Presales Subjective Judgment: A Bootstrapping Approach, Usama A. Saleh

Sales Force Composite Forecasting Technique Modeled: A Judgmental Bootstrapping Approach, Usama A. Saleh

The Marketing and Economic Implications of Select Bankruptcies in Professional Sports since the Start of the Global Economic Crisis, Eric C. Schwarz and Patrick Ryan Murphy

Individual and Firm Level Drivers of the Relationship Development Life Cycle, Stefan Sleep

Safety in the Face of Urgency: An Ethnographic Investigation of the UPS System, Jeffery S. Smith and Sung-Hee "Sunny" Park

Apple's App Store in Thailand: Factors Affecting Repurchase Intention, Siriluk Subcharoundeeapa, Sirion Chaipoopiruntana, and Howard Winston Combs

The “Buffer” effects of Service Quality Cues on Credence Service Quality, Kungpo Tao

Acquiring and Maintaining Premium Seat Customers in the "Big Four" Leagues, Peter Titlebaum, Ronald Dick, Robert Davis, and Kim Bertovich

Can I Get an “AMEN!”? … Should I Get an “AMEN!”?, Greg Turner, Mark Mitchell, and Robert Orwig

A Six Sigma-Style Template Focuses Marketer’s Reaction to Confidential Data Loss, Eric L. Willson and John E. Timmerman

Landing Additional Green Consumers by Connecting with Fly Fishing Enthusiasts, Whit Winslow and Jason D. Oliver

Organizations' Use of LinkedIn: Small Businesses Outpace Nonprofits and Large Corporations, Lisa Witzig, Joseph Spencer, and Marin Galvin