Association of Marketing Theory and Practice Proceedings 2016

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 2016 are archived in this collection. The abstract or full paper is included with each record as provided by the AMTP Proceedings editors.

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Submissions from 2016

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Share of Wallet in Loyalty Research: Issues and a Methodology to Address Them, Arthur W. Allaway, Kyoungmi Kim, and David Berkowitz

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How to Teach Entrepreneurship: Traditional Lectures versus Experiential Learning, Ismet Antisal and M. Meral Antisal

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A Content Analysis: The Relationship between Sentiment, Gender and Time of Day in eWOM, Katie Bass, Laicelis Haro, Xiaotong Liu, and Jaejin Liu

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Academic Integrity in Public and Private Universities: Exploring Faculty Perceptions, 2008-2014, Anne Heineman Batory and Stephen S. Batory

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Do Houses Have Brands?, Melanie Eva Bruce

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Consumer Warfare: The Effect of Attitude toward One’s Rival on Attitudes toward Defensive Strategies, David J. Burns, Jennifer Hutchins, and Rick Mathisen

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Neuroscience and Teaching and Learning in the Marketing Classroom: What Students Don’t Know about what is Necessary to Succeed in the Higher Education Environment or, in Other Words, Teaching and Learning: What Does the Brain Have to do with Students’ Performance in the Classroom (Yes, Perhaps Surprisingly, Students Do Possess Brains, Even if They Generally Try to Minimize Their Use, at Least in the Context of Formal Education)?, David J. Burns and Sandra L. Pierquet

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The Role of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive!, Sindy Chapa

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Business-to-Business Buying Behavior and the Price-Perceived Quality Paradigm, Joseph D. Chapman and Russell G. Wahlers

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Reflections in the Mirror: Women’s Self Comparisons to Mannequins and Peers, Amanda Cohen, Deborah J.C. Brosdahl, K. Annette Burnsed, and Joohyung Park

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Naming-rights Sponsorship Outcomes and the Role of Fan Connections to College Campuses and Stadia, Terry Eddy, Brendan Dwyer, and Lamar Reams

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“Money worlds” and Well-Being: An Empirical Test of Tatzel’s Model of Consumer Styles Based on Money Dispositions and Materialism with Extension to other Consumer Behavior Variables, Leisa Reinecke Flynn, Ronald E. Goldsmith, and Michael Brusco

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An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing, Sam Fullerton

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An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing, Sam Fullerton

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Understanding Employer Needs and Expectations from the Perspective of Human Resources, Tulay Girard and Daniela Ngounou

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Mavenism, Frugality, and Loyalty, Ronald E. Goldsmith and Leisa Reinecke Flynn

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What Is Wrong With Chinese Soccer? Consumers’ Attention, Involvement, and Satisfaction, Bo Gong, Nathan D. Pifer, Jerry J. Wang, Minhong Kim, Minkil Kim, Tyreal Y. Qian, and James J. Zhang

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Changing the World of Higher Education: Creating a Student Capital Management System, Kathleen Houlihan

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Flirting Online and the Connection between the Use of Dating Websites and Dating Applications, Kristine Johnson, Olguta Vilceanu, and Manuel C. Pontes

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The Invisible Hand and Utility Remain Relevant Influencing Marketing Theory Consumer Behavior, Michael Kleppinger

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Seeking Complex Health Services in the Age of Self-referral, Lindsay R.L. Larson and Dora E. Bock

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Opportunity Loss and Opportunity Cost: Consequences of Not Attending Class, Michael Latta and Henry Lowenstein

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SCM?, Stephen A. LeMay, Dave McMahon, and Jeffery A. Periatt

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Marketing Research for Mission-based Thrift Suggests Relationship Marketing Strategy, Jon M. Martin

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The Generations and Restaurant Types, Dave McMahon, Stephen Rapier, Michael McCall, and Carol Bruneau

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Price Bundling Opportunities for the Savannah, GA Market, Mark Mitchell, Gregory Turner, and Dennis Rauch

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The Influence of Religion on the Marketing Concept: A Case of Halal Culture, Soleman Mozammel and Perry Haan

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The Impact of Shadowing within a University Sales Program, Linda G. Mullen and Lindsay R.L. Larson

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From Ethical to Sustainable Consumption: An Exploratory Study of Students' Familiarity with Mindful Consumption, Julie M. Pharr

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Re-branding: The Case of Southern Miss Athletics, Dennis Phillips, R. Doug Manning, Brian Crow, Dallas Branch, and Ron Dick

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Impact of Personal Beliefs in Business-to-Business Buyer Decisions, Doreen Sams, Joe Schwartz, and Ron Smith

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Information’s Role in Supply Chain Integration Efforts of the Indian Manufacturing Firm Under Environmental Uncertainty: The Supply Chain Flexibility Impact, Katrina Savitskie, Sandipan Sen, and Sampath Ranganathan

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Determining the Influence of Electronic Messages on Consumer Behavior Based on Perceived Source Trust and Credibility, Mackenzie Sawyer, Tasha Hendershot, Shala Nettles, and Cindy Chapa

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Determining the Influence of Electronic Messages on Consumer Behavior Based on Perceived Source Trust and Credibility, Mackenzie Sawyer, Nick Sellers, Rhett Coleman, and Jaejin Lee

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Television Viewership Among Millennials: An Analysis of Millennials Usage and Preferences of On-Demand & Broadcast Television Services, Summer Shelton, Nicholas McKaig, and Cristian Gonzalez Mendez

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Mobile Payment Adoption in India: Role of Attitude and Risks, Mona Sinha, Rajan Saxena, and Hufrish Majra

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Online and In-Store Compulsive Buying Among Metrosexuals and Other Male Consumers, Michael Lee Thomas, Luther Trey Denton III, Lindsay R. Larson, and Kathleen H. Gruben

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Emotions Involved in Shopping at the Airport, Alexis Tymkiw and Jamye Foster

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Perceived Believability of Televised Green Advertising, Linda Jo Warren

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Online Universities: Who Is Creating Virtual Communities?, Lisa Witzig, Joe Spencer, and Katlyn Myers