Association of Marketing Theory and Practice Proceedings 2020

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.

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Submissions from 2020

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A Foundational Investigation of the Theory of Brand Comfort, Kirk D. Aiken, Ajay Sukhdial, and Matthew Meuter

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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

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A Preliminary Examination of Sponsorship Motivations and Leveraging in Motor Sports, Carol L. Bruneau

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Preparing Performance Reports for Upper Management: A Skills Building Project for Sales Management Students, Joseph D. Chapman and Russell G. Wahlers

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Blockchain and the Transformation of Branding, Sunil Erevelles, Brian Whelan, and Padma Bulusu

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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

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Revisiting the Beneficiaries of the SCOTUS Ruling Striking Down PASPA, Sam Fullerton, Ronald Dick, and Michael McCall

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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

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Is It All in Your Head? How Your Beliefs About Money Influence Your Financial Behavior, Patricia T. Gouveia

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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

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The Future of Electronics Consumption and the Role of the Sustainable Consumer, Jennifer D. Henderson

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The Brand Axis: Strategic Impacts of Loyalty and Engagement within the Social Media Magnet Theory, Kyle A. Huggins and J. Elliott Cunningham

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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

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Body Language and Sales, Lindsay Larson, Adam Puckett, and Timothy C. Heinze

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Sensemaking and Big Data Science: Soft and Hard Marketing Skills Are Needed Today, Michael Latta

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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

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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

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Can Social Media Marketing Effects Be Sustained?, Manisha Mathur

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Is there a ROI for Being Ethical? The Impact of Consumer Perceived Ethicality on Brand Equity, ARWEN L. MATOS-WOOD

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Competing with the Sharing Economy: Understanding the Barriers Faced by “Traditional” Providers, Amiee Mellon and Jim Connell

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Up Rooting: Sports Marketing Analytics and Attendance in Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, and Larry Goehrig

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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.

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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.

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When Opinion Leaders Endorse Products — What Marketers Take Advantage of and Consumers Misconceive, Alexander Mueller and Marjorie Delbaere

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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

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Understanding Student Perceptions of their Personal Branding in Higher Education, Musa Pinar and Tulay Girard

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The Promise of Artificial Intelligence and Potential Impact on the Sales Function, Richard E. Plank and Pamela M. Peterson

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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

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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

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Consumer Response to Foundations and Firms When Firms Own or Sponsor a Foundation, Amanda Swift and Ismail Karabas

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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

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Techy, Classy, and Social: Electric Vehicles and Brand Communication on Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, and Rhianna Davis

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Yours, Mine, or Ours? Exploring the Role of Cultural Values in Sharing Economy Services, Lacey K. Wallace and Joanne T. Cao

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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

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Empirical Evidence of the Marketing and Corporate Political Activity Interface in Firm Strategy, Jessica Zeiss

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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