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 2015 are archived in this collection. The files for the abstracts and full papers are not available for the 2015 conference session.
Submissions from 2015
Student Expectations versus Faculty Perceptions of Online Programs, Melek Meral Meral Anitsal and Ismet Anitsal
Perceptions of Social Media and Online Shopping: A Comparison of Chinese and USA College Students, Anne H. Batory, Stephen S. Batory, Kathleen Houlihan, and Ge Xiao
Larger Beyond Amateurism: The Rebranding of Major College Athletics, Dallas Branch Jr., Olin L. Adams, and Marie Kraska
Metaphorical Linkages Between Sports Properties and Sponsors, Carol L. Bruneau
Consumer Ethics: A Cross-National Study, David J. Burns, Pola B. Gupta, and Günter Buerke
Global and Cross-Cultural Innovation, Elizabeth Cruickshank and Perry Haan
Transforming a University Athletic Brand: Success to Failure A Case Study, Ronald Dick
Marketing Business Incubators and Accelerators: A Profile of Centers in the Southeast United States, Renee Fontenot and Rick Mathisen
Effective Use of Social Media in Creating Brand Engagement, Jamye Foster, Gary Daniel Futrell, and Laura Hunt
An Assessment of Business Ethics in a Technology-Driven Environment: Consumer Attitudes Germane to an Emerging Array of Strategic Initiatives, Sam Fullerton and Larry Neale
An Assessment of Consumers’ Perceptions of the Effectiveness of Emerging Technology-Based Marketing Strategies, Sam Fullerton, Larry G. Neale, and Tammy McCullough
Testing the Semiotic Associations, Industry Representation, Recognition and Consumer Sentiments of Logos, Tulay Girard, Melek Meral Meral Anitsal, and Ismet Anitsal
"Hi, My Name is Pat and I Am Both an Extravert and a Market Maven”: an Update and Extension of Research on Market Mavenism and the Big Five Personality Scale, Ronald E. Goldsmith and Leisa Reinecke Flynn
A Test of the Effects of Covert Marketing: Should Marketers Proceed with Caution?, Sarah B. Gordon and Julia E. Blose
Managing the Brand Life Cycle, James S. Gould and Janet Loren
An Exploratory Investigation of Aspirational Consumption at the Bottom of the Pyramid, Shruti Gupta and Pratish Srivastav
Is It Interrupted Time Series or Just a Simple Dummy Variable?, Craig G. Harms
An Investigation into the Impact of Advertising, Intangible Assets, and Goodwill, on Investor Holding Period Returns in the Retailing Industry, Richard A. Heiens, Robert T. Leach, Paul D. Newsom, and Leanne C. McGrath
Examining Inter-Relationship among Atmospherics, Emotion, and Behavioral Intention: Moderating Effects of Level of Team Identification and Gender, William W. Jang, Brian H. Yim, and Kevin K. Byon
In-store Use of Mobile Phones for Point-of-Purchase Product Information Searches in the US (Dec 2012), Kristine Johnson and Manuel C. Pontes
Social Media Marketing Use in Georgia’s Institutions of Higher Education, James Kelly, Lindsay R. Larson, and Trey Denton
Equestrian Marketing, Alexaandra Kemp-Thompson and Perry Haan
Gender Differences in Assurance of Learning in a Marketing Strategy Capstone Course: An Exploration, Michael Latta and Albert J. Taylor
Job Satisfaction and Driver Turnover: a Brief History of a Supply Chain Research Theme, Stephen LeMay, Dave McMahon, Jeffery A. Periatt, and Rose Opengart
Individualism vs. Collectivism and Masculinity vs. Femininity's Effect on Brand Loyalty among Diverse Consumers in the United States, Neleen Leslie
The State of Multicultural Marketing & Advertising, Neleen Leslie
Stereotyping or Segmentation? An Analysis of Gender in Children’s Advertising Across Networks, Jill K. Maher and Alexis Jones
Does Emotional Intelligence Moderate the Effectiveness of Emotionally Laden Persuasive Appeals?, Michael McCall, Rose Opengart, and Kristina King
Let the Mayhem Begin: Branding a Public University, Lynn W. McGee
Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships, William J. Montford and Ronald E. Goldsmith
Exploring Product to Service Brand Extensions in B2C Markets, Michael Musante
Rival Team Influence on Perceived Sincerity and Supportive Behaviors: A Study of Cause-Related Sports Marketing in Major League Baseball, Bridget S. Nichols, Joe Cobbs, and David Ras
Buyer-Seller Relationships: Material versus Logistical Transactions, Harash J. Sachdev and Russell Merz
Characteristics and Motivations of Die-hard Sport Fans, Ryan Smart, Steve Shih-Chia Chen, and Kenneth Henderson
Assessing Business Student Interest in Witnessing Production Process in the Marketplace, Greg Turner, Mark Mitchell, Mark Hartley, and Robert Montgomery
Consumers’ Perceptions of Multi-Tier Private Brand Quality, Hayes Wade and Perry Haan
Segmentation and Market Strategy: Qualitative Insights from B2B Technology Executives, Art Weinstein and William C. Johnson
The Marketing Lessons Learned by Shiseido in China and The United States, Paul M. Wellen and Allen Marber
Sales Force Adoption and Usage of LinkedIn, Lisa Witzig, Joe Spencer, Dave McMahon, and Katlyn Myers
Is Emotion Stable for Sport Fans? Structural Relationship among Positive Emotion, Negative Emotion, Game Satisfaction, Service Satisfaction, and Sport Consumption: Moderating Roles of Team Identification and Performance Priming, Brian H. Yim and Kevin K. Byon
Segmentation and Loyalty: Strategies for Increasing Park Trail Physical Activity and Community Exercise, Dino Zanon and John Hall
Location-Based Social Features for Meeting Strangers Online – Who Uses Them?, Lixuan Zhang and Yilin Chen
