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 2020 are archived in this collection. The abstract or full paper is included with each record as provided by the AMTP Proceedings editors.
Submissions from 2020
A Foundational Investigation of the Theory of Brand Comfort, Kirk D. Aiken, Ajay Sukhdial, and Matthew Meuter
PANEL: Changing Expectations from Department Chairs in the Dynamic Environment of Higher Education, Ismet Anitsal, Melek Meral Anitsal, Michael Latta, and David J. Burns
I Will Like Your Product but not Your Face: An Introduction to Selfies in Online Reviews, Patrick A. Barbro
A Preliminary Examination of Sponsorship Motivations and Leveraging in Motor Sports, Carol L. Bruneau
Preparing Performance Reports for Upper Management: A Skills Building Project for Sales Management Students, Joseph D. Chapman and Russell G. Wahlers
Blockchain and the Transformation of Branding, Sunil Erevelles, Brian Whelan, and Padma Bulusu
Consumer Data Privacy in Marketing Research: A Study of Value-Based and Cognate-Based Approaches, Selcuk Ertekin
Media Effects: Nike Advertisements to Empower Women, Nivia K Escobar Salazar and Arthur Raney
Revisiting the Beneficiaries of the SCOTUS Ruling Striking Down PASPA, Sam Fullerton, Ronald Dick, and Michael McCall
Factors Impacting One’s Self-Classification into One of the Five Categories of a Typology Delineating Green (and not so Green) Consumers, Sam Fullerton, Tammy McCullough, and Estelle van Tonder
Is It All in Your Head? How Your Beliefs About Money Influence Your Financial Behavior, Patricia T. Gouveia
It Takes an (Online) Village: Adoptive Parent Identity Construction through Blogging, Elise Johansen Harvey
How is Brand Orientation Influenced by Social Media Content?, Eric Harvey
The Future of Electronics Consumption and the Role of the Sustainable Consumer, Jennifer D. Henderson
The Brand Axis: Strategic Impacts of Loyalty and Engagement within the Social Media Magnet Theory, Kyle A. Huggins and J. Elliott Cunningham
The Big Era of Podcasting: A Timely Examination of Advertisements in Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, and Kailey C. Bertelson
Content Analysis of Top Cosmetic Brands Activities on Instagram, Faren Karimkhan
Body Language and Sales, Lindsay Larson, Adam Puckett, and Timothy C. Heinze
Sensemaking and Big Data Science: Soft and Hard Marketing Skills Are Needed Today, Michael Latta
PANEL: Are Students Our Customers? Perils and Pitfalls of Students as Customers, Michael Latta, David J. Burns, Michael McCall, Ismet Anitsal, and Melek Meral Anitsal
The Proof is in the Power: Social Community Integration in Electronic Health Records for Elevated Patient Empowerment, Amanda Ledet
New Product Development processes in medical device startups: a case study, Alan D. Lish
Can Social Media Marketing Effects Be Sustained?, Manisha Mathur
Is there a ROI for Being Ethical? The Impact of Consumer Perceived Ethicality on Brand Equity, ARWEN L. MATOS-WOOD
Competing with the Sharing Economy: Understanding the Barriers Faced by “Traditional” Providers, Amiee Mellon and Jim Connell
Up Rooting: Sports Marketing Analytics and Attendance in Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, and Larry Goehrig
Identification and ranking of the marketing mix of services in the banking industry, using DEMATEL, Reza Mohammadkazemi Dr., Saeed Kardar Dr., and Mahnaz Pouriz Ms.
The Effect of Use of Text Messaging on Soccer Fans’ Behavior (The Case of Iranian Professional League-Persian Gulf League), Reza Mohammadkazemi Dr., Saeed Kardar Dr., and Mahnaz Pouriz Ms.
When Opinion Leaders Endorse Products — What Marketers Take Advantage of and Consumers Misconceive, Alexander Mueller and Marjorie Delbaere
Empirical Study: Use of Online or Traditional Job Search: Which Do Graduating Sales Students Prefer When Searching for First Post-Graduation Careers, Linda Mullen PhD, Randy S. Stuart, and Michael L. Thomas
Understanding Student Perceptions of their Personal Branding in Higher Education, Musa Pinar and Tulay Girard
The Promise of Artificial Intelligence and Potential Impact on the Sales Function, Richard E. Plank and Pamela M. Peterson
Supporting Service Learning with an Interdisciplinary CSR Marketing Model, Ellen Raineri
When and Why Split Ads are Effective, Harper A. Roehm Jr and Michelle L. Roehm
Early-Career Professional Athletes, Social Media Marketing, and Sponsorship, Nichada Satasuk and Gallayanee Yaoyuneyong
The Height Premium: When Shorter Men Pay More, Nuket Serin and Jayati Sinha
Consumer Response to Foundations and Firms When Firms Own or Sponsor a Foundation, Amanda Swift and Ismail Karabas
Are Eco-Friendly Cars More Favorable? An exploratory study of attitude toward eco-friendliness among multiethnic consumers in the U.S., Meng Tian, Sindy Chapa, Michael Walsh, Nicholas Kjaerholt, and Ailin Xia
Techy, Classy, and Social: Electric Vehicles and Brand Communication on Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, and Rhianna Davis
Yours, Mine, or Ours? Exploring the Role of Cultural Values in Sharing Economy Services, Lacey K. Wallace and Joanne T. Cao
The Impact of Culture on Multinational Business Expansion: A Case Study Evaluating Merchandising in Asian 7-Eleven Franchises, Matthew H. Yang and Gallayanee Yaoyungyong
Exploring the Effect of Shocking Advertising Used by For-profit and Nonprofit Organizations in US and Chinese Consumers, Shuo Yan and Sindy Chapa
Empirical Evidence of the Marketing and Corporate Political Activity Interface in Firm Strategy, Jessica Zeiss
The Firm-Perceived Contingencies to Political Strategy, Jessica Zeiss and Les Carlson
Investigating Brand Popularity and Implicit Brand Network Based on Online Social Network Data, Jurui Zhang and Raymond Liu
