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.

Follow

Submissions from 2021

PDF

B2B Social Media Marketing: A Content Analysis of the Role of Scope on Firm Performance, Nicole Beachum, Marianne Loes, Stacy Wellborn, and Catherine Hessick

PDF

Using FOMO to Promote Sports Events: Exploring Technology Usage and Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, and Y. Xie

PDF

Wine Consumer Culture Positioning: Case of the Global Success of Yellow Tail and Casillero Del Diablo, samit chakravorti

PDF

Encouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams, Vassilis Dalakas, Madeleine Tseng, and Joanna Melancon

PDF

The YouTube - Savoring Model: YouTube as a Means of Increasing Savoring for an Upcoming Consumption Experience, Marc P. Dupont

PDF

A Case Study in Supply Chain Ethics: Medical Supplies Are Us, Michael J. Dwyer

PDF

The Stressors Faced by Retail Workers During the COVID-19 Pandemic, Nada Elnahla and Leighann C. Neilson

PDF

Brand Wonder, Sunil Erevelles, Emily Hoffmann, and Maanasi Bulusu

PDF

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

PDF

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

PDF

Examining the Use of Social Media in Building a Student Personal Brand and the Impact of Demographics, Tulay Girard and Musa Pinar

PDF

Where Do We Go from Here?: Crucial Conversations in Multicultural Marketing, Kimberly Grantham

PDF

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

PDF

An Exploratory Examination of the Impact of Customer Service Features on Conversion Rates for Online Retailers, Richard Heiens, Ravi Narayanaswamy, and Emily Siegfried

PDF

Choice Architecture and Marketing Pre-Suasion: The Case of the Motorcycle Industry, Stephen LeMay, Bethany Landis, and Dave McMahon

PDF

Loyalty Reward Programs by Brands Partnering with Sports Teams: Do Fans Prefer Team-Related Benefits?, Clara Loquier and Vassilis Dalakas

PDF

Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, and Skills Gained, Vivek Madupu and Venkata Rajasekhar Moturu

PDF

Bridging the Gap Between Customer Value and Firm Performance: Strategic Implications of Social Media Marketing Relationships, Manisha Mathur

PDF

“Merry Christmas!” & “Happy Holidays!” Consumer Reactions to Holiday Advertising Messaging, Gaelle Moal – Ulvoas, Valerie A. Taylor, and Elizabeth A. Minton

PDF

Are Virtual Assistants Effective in Generating Customer-Firm Engagement? The Role of Social Media as a Component of Marketing Strategies., Neda Mossaei

PDF

A Framework for Product to Service Brand Extension Success Factors in B2C Markets, Michael Musante

PDF

An Exploratory Examination of the Relationship between Digital Traffic Channels and Web Sales for Hedonic Products, Ravi Narayanaswamy and Richard Heiens

PDF

Entitled to Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat and Yanliu Huang

PDF

Less Talking, More Empathy: How to use Emojis to Help People Feel Good, Farhana Nusrat and Yanliu Huang

PDF

The Evolving Nature of the Inside and Outside Sales Relationship: Cooperation and Conflict, Zori Perkins, Claire Durant, and Stefan Sleep

PDF

Engaging with Customers on Social Media: Insights from Business-to-Business Companies, Emory Serviss

PDF

As (un)Real as It Gets – Exploring the Persuasiveness of Advertising Posts by Virtual Influencers, Sphurti Sewak

PDF

When You Meme Business – Exploring Use of Memes by Brands on Social Media and Resultant Engagement, Sphurti Sewak and Jaehoon Lee

PDF

Adapting to Slow-Moving Crises: The Personal Protection Equipment Supply Chain in the Time of COVID19, Jennifer Shullih and Stephen LeMay

PDF

Generational cohorts and search for B2B service providers, John Story

PDF

Spatial Expressions and Consumer Perceptions of Quantity, Scott D. Swain and Danny Weathers

PDF

Mind the Gap: The Effects of Shopping Medium on Consumer Food Evaluations and Choice, Ashley M. Thomas

PDF

Turn the Other Cheek or an Eye for Eye: Exploring Brand-to-Brand Dialogue on Social Media, Veronica Thomas and Kendra Fowler

PDF

Consumer Perceptions of Podcast Advertising: Theater of the Mind and Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, and Alexis Burns

PDF

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

PDF

Re-envisioning a Masters of Science in Marketing Degree, Danny Weathers and Scott D. Swain

PDF

The Effect of Profanity and Quality on Perceived Review Helpfulness and Purchase Intentions, Dustin R. Wilcox and Ismail Karabas