Association of Marketing Theory and Practice Proceedings 2019

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 2019 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 2019

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An Investigation into How the Modes of Persuasion and Valence affect Perceptions of Online Reviews, Clinton Amos, Skyler King, and Anthony Allred

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The For-Profit Prison as Social Enterprise: Problems with Classification and Ethical Assessment, Karen Barbee and Stephen A. LeMay

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I Will Like Your Product, but First Let Me Take a Selfie, Patrick A. Barbro

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Firms Beware! Your Response Matters, Nicole Dilg Beachum

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Digital Tipping Intimidation at the Counter, Jennifer Bechkoff

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The Effectiveness of Celebrity Endorsement on Purchase Behavior: Do Celebrities Raise The Bar?, Delancy Bennett, Yana Andonova, and Nwamaka A. Anaza

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Can Fantasy Football Consumers Rely on Player Projections Found on Internet Websites?, David Bojanic, Joel Hillner, and Michael Musante

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Student’s Attitudes toward Academic Dishonesty: An Exploration, David J. Burns, Randy S. Stuart, Anne Heineman Batory, and Stephen S. Batory

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The Role of Brand Personality in Setting Expectations for Engagement on Social Media, Joanne T. Cao, Jamye Foster, and Gallayanee Yaoyuneyong

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Student Satisfaction and Learning in Online Classes: The Case of a US Midwestern University, Samit Chakravorti

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Peer Evaluations for Extended Group Projects for a Sales Management Course, Joseph D. Chapman and Russell G. Wahlers

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Content Analysis of a Collegiate Athletic Twitter Account: Practical Applications for Promotion and Attendance Increase, Steve Shih-Chia Chen

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The Dual-mediation Effect of Perceived Accuracy and Perceived Connectedness on Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, and Ying-Ching Lin

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The Dual-mediation Effect of Perceived Accuracy and Perceived Connectedness on Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, and Xiu-Hua Yang

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Message Strategies of North American For-Profit Colleges and Universities: A Qualitative Analysis, Michael J. Clayton, Matthew Hettche, and Robert Hashbrouck

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Exploratory Insights into Cross-Cultural On-line Shopping Differences between U.S. and French Millennials and Generation Zs, Steven M. Cox and Bradley W. Brooks

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Hedonic and Social Drivers of Millennials’ Engagement with and Donation to Nonprofits: A Cross-Cultural Comparison, Bela Florenthal

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The Twelve Beneficiaries of Legalized Sports Betting: An Exploratory Assessment, Sam Fullerton, Michael McCall, and Ronald Dick

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Consumer Actions and Attitudes Regarding Initiatives Directed towards Sustainability: Assessing Gender and Generational Gaps, Sam Fullerton, Tammy McCullough, and David L. Moore

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Join The Club: The Relationship Between Professional Organization Membership And Academic Performance Among Undergraduate Marketing Students, Gary Daniel Futerell

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How Customer Engagement and Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy Gillis, Douglas Johansen, and Shiri D. Vivek

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Pleasure and Pain: The Role of Anticipated Pleasure on Time of Consumption and Pain of Payment, Patricia T. Gouveia, Michelle van Solt, and Alexandra Rodriguez-Aguirre

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Employee-Based Brand Equity and Word-of-Mouth Product Referrals., Kristy Grayson and Mee-Shew Cheung

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Framework for the National Culture and User Engagement in Social Media, Ilia Gugenishvili

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The Fall of Sears from within: How Customer Sentiments Refuted Retail Capital and Authority, Michael D. Harris, Ismet Anitsal, and Melek Meral Anitsal

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Social Media Listening: Revealing the Indirect Effects of User Generated Content (UGC) on Product Adoption, Nga Ho-Dac and Ian Clark Sinapuelas

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The Social Media Magnet: A New Paradigm in Inbound Marketing Instruction, Kyle A. Huggins and J. Elliot Cunningham

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The Relationship Between Retail Store Types and Consumer Price Expectations, Sua Jeon

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“Tipping Required”: Development of a Model to Understand Customer Reactions to Non-Voluntary Tipping Systems, Ismail Karabas and Jeff Joireman

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Dynamics of Business Decision Making: Understanding the Role of Emotions, Nikolina Koporcic and Miika Nietola

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Global Awareness of Marketing Students, Michael Latta

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Reverse and Questionable Responses Using the Kano Method in International Surveys, Michael Latta

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Is Marketing Science Really Scientific?, Michael Latta, Ismet Anitsal, Michael McCall, and Stephen A. LeMay

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The Impact of Brand Love, Brand Attachment, and Electronic Shopping Experience Satisfaction (eSES) on Consumer Willingness to Write Reviews, Michelle Le, Joanne T. Cao, and Gallayanee Yaoyuneyong

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Use of Ethnic/Culturally Based Incongruent Cues in Informational versus Transformational Advertising, Neleen Leslie

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Diversity in Emerging Markets: The Case of Latin American & The Caribbean, Neleen S. Leslie, Celia McKoy, and Everett Hyatt

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Customer Service in the IT/Social Media Marketing Era: Reverting to a Zero-sum Game, Martin

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Customer Service in the IT/Social Media Marketing Era: Reverting to a Zero-sum Game, Jon Martin

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Are Customer Reward Programs Really Rewarding?, Michael McCall and Dave McMahon

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Are Customer Reward Programs Really Rewarding?, Michael McCall and Dave McMahon

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Best of Both Worlds: Blending Logic to Expand the Customer Value Model, Adam Merkle

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Exploring Financial Literacy of Independent Musicians in the Gig Economy, Benjamin O. Milam and Jamye Foster

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“Not So Fast! Let’s Find Your Optimal Delivery Time!”: The Impact of Delivery Time on Retailer Profit in a Heterogeneous Market, Saman Modiri and Scott Fay

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Use of Social Media by Sales Students for First Post-Graduation Job-Search: An Exploratory Study, Linda G. Mullen, Randy S. Stuart, and Michael L. Thomas

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Consumer Social Identity and Competition, Hyewon Park and Rajeev Tyagi

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Exploring Self-Efficacy with an Emphasis on Direct Selling, Robert A. Peterson, Gerald Albaum, and Victoria L. Crittenden

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Best Practices in Digital Content Marketing for Building University Brands, Julie M. Pharr

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Perceptions of Service Profession-Status Stereotyping: Comparisons of Turkish and American Millennials, Musa Pinar, Coleen Wilder, Tulay Girard, and Sinan Nardali

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Analyzing True Loyalty in the Middle Eastern Market: Brand Preference and Brand Insistence, Larry P. Pleshko and Richard A. Heiens

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Market Orientation across Firm Performance Levels; Manager, Salesperson, and Customer Viewpoints, Thomas L. Powers and Dawn B. Valentine

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Understanding and Measuring Esports Online Spectator Motivation: Development of a Scale, Tyreal Yizhou Qian and James J. Zhang

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Strategic Leadership: Do Supply Chain Management Leaders make Better Senior Executives?, Stephen M. Rutner; Rebecca A. Scott; and William I. Norton, Jr.

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When Not Belonging Means Bad News for the Planet: How a Low Sense of Belonging Diminishes the Value of Sustainable Products, Ainslie E. Schultz, Kevin P. Newman, and Scott A. Wright

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Service Print Advertisements: The Impact of Brand Personality Perceptions, Attitudes, and Consumption Intentions, Lisa M. Sciulli

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Do Perceptions of Businesses Differ Between Higher and Lower Counts of Social Media Post Engagements?, Tally Shaw and Melinda A. McLelland

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The Impact of Fantasy Football on the NFL Fan: Exploring Differences between the Fantasy Football Participant and the Traditional Fan, Stefan Sleep, Scott Thompson, and Michael L. Thomas

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Retailers’ Use of Partially Comparative Pricing in a Usage Category Context: an Exploratory Study, Ellen Campos Sousa

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Investigating the Effects of Personalization on Brand Love: A Study of Facebook, Trang P. Tran

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Bridging the Gap Between Public Opinion Research and Consumer Marketing Research: Insights into U.S. Shoppers of Organic Foods, Marilena O. Vilceanu, Olivia Grasso, and Kristine Johnson

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Role of Sponsor-Selection in Marketing Communications of New Local Hallmark Events: A Perspective of Image Transfer, Jerred Jungi Wang and James J. Zhang

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Developing Scale of Tourists’ Attitude Toward Culture Souvenirs, Wei Wang, Gallayanee Yaoyuneyong, Pauline Sullivan, and Brigitte Burgess

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Push and Pull Factors Influencing the Level of Participation of Leisure Skiing in China, Xinghua Wang and James J. Zhang