AMTP Proceedings 2015
About the Association & the Collection
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 2015 collection preserves records of conference abstracts and papers as available to the Proceedings editors.
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from 2015
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
