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 2021 are in this collection. The abstract or full paper is included with each record as provided by the AMTP Proceedings editors.
Submissions from 2021
B2B Social Media Marketing: A Content Analysis of the Role of Scope on Firm Performance, Nicole Beachum, Marianne Loes, Stacy Wellborn, and Catherine Hessick
Using FOMO to Promote Sports Events: Exploring Technology Usage and Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, and Y. Xie
Wine Consumer Culture Positioning: Case of the Global Success of Yellow Tail and Casillero Del Diablo, samit chakravorti
Encouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams, Vassilis Dalakas, Madeleine Tseng, and Joanna Melancon
The YouTube - Savoring Model: YouTube as a Means of Increasing Savoring for an Upcoming Consumption Experience, Marc P. Dupont
A Case Study in Supply Chain Ethics: Medical Supplies Are Us, Michael J. Dwyer
The Stressors Faced by Retail Workers During the COVID-19 Pandemic, Nada Elnahla and Leighann C. Neilson
Brand Wonder, Sunil Erevelles, Emily Hoffmann, and Maanasi Bulusu
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
Examining the Use of Social Media in Building a Student Personal Brand and the Impact of Demographics, Tulay Girard and Musa Pinar
Where Do We Go from Here?: Crucial Conversations in Multicultural Marketing, Kimberly Grantham
How Generational Preferences, Cultural Trends, Workplace Expectations, and Other Factors Have Changed the Definition of Professionalism in Terms of Attire and How Employers and Managers Can Respond, Allie R. Guinn, Melek Meral Anitsal, and Ismet Anitsal
An Exploratory Examination of the Impact of Customer Service Features on Conversion Rates for Online Retailers, Richard Heiens, Ravi Narayanaswamy, and Emily Siegfried
Choice Architecture and Marketing Pre-Suasion: The Case of the Motorcycle Industry, Stephen LeMay, Bethany Landis, and Dave McMahon
Loyalty Reward Programs by Brands Partnering with Sports Teams: Do Fans Prefer Team-Related Benefits?, Clara Loquier and Vassilis Dalakas
Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, and Skills Gained, Vivek Madupu and Venkata Rajasekhar Moturu
Bridging the Gap Between Customer Value and Firm Performance: Strategic Implications of Social Media Marketing Relationships, Manisha Mathur
“Merry Christmas!” & “Happy Holidays!” Consumer Reactions to Holiday Advertising Messaging, Gaelle Moal – Ulvoas, Valerie A. Taylor, and Elizabeth A. Minton
A Framework for Product to Service Brand Extension Success Factors in B2C Markets, Michael Musante
An Exploratory Examination of the Relationship between Digital Traffic Channels and Web Sales for Hedonic Products, Ravi Narayanaswamy and Richard Heiens
Entitled to Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat and Yanliu Huang
Less Talking, More Empathy: How to use Emojis to Help People Feel Good, Farhana Nusrat and Yanliu Huang
The Evolving Nature of the Inside and Outside Sales Relationship: Cooperation and Conflict, Zori Perkins, Claire Durant, and Stefan Sleep
Engaging with Customers on Social Media: Insights from Business-to-Business Companies, Emory Serviss
As (un)Real as It Gets – Exploring the Persuasiveness of Advertising Posts by Virtual Influencers, Sphurti Sewak
When You Meme Business – Exploring Use of Memes by Brands on Social Media and Resultant Engagement, Sphurti Sewak and Jaehoon Lee
Adapting to Slow-Moving Crises: The Personal Protection Equipment Supply Chain in the Time of COVID19, Jennifer Shullih and Stephen LeMay
Generational cohorts and search for B2B service providers, John Story
Spatial Expressions and Consumer Perceptions of Quantity, Scott D. Swain and Danny Weathers
Mind the Gap: The Effects of Shopping Medium on Consumer Food Evaluations and Choice, Ashley M. Thomas
Turn the Other Cheek or an Eye for Eye: Exploring Brand-to-Brand Dialogue on Social Media, Veronica Thomas and Kendra Fowler
Consumer Perceptions of Podcast Advertising: Theater of the Mind and Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, and Alexis Burns
Post-pandemic Impulse Buying Behavior: Exploring the Antecedents of Impulsive Buying Across Product Categories During Post COVID-19 Era in the China, Pei Wang and Sindy Chapa
Re-envisioning a Masters of Science in Marketing Degree, Danny Weathers and Scott D. Swain
The Effect of Profanity and Quality on Perceived Review Helpfulness and Purchase Intentions, Dustin R. Wilcox and Ismail Karabas
