AMTP Proceedings 2020
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 2020 collection preserves records of conference abstracts and papers as available to the Proceedings editors.
Need Help?
Have a question about GS Commons? Need additional description, text alternatives, or captions for GS Commons resources? Contact us or request accessible formats (opens in new tab).
from 2020
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
