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 2022 are 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 2022

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The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns with Fan Behavior, Kirk D. Aiken, Richard M. Campbell, and Ajay Sukhdial

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Supply Chain Resilience and Agility During COVID19: The Case of Automobile Manufacturing, Leor Ben-Meir, Steve LeMay, and Dave McMahon

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You Don't Belong: Exploring Luxury Branding Strategy, Lauren E. Beverly and Jamye Foster

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The Complexity of Understanding Online Product Evaluation Expressions in the Chinese Cultural Context: How Ratings and Reviews Tell a Different Story, Mousumi Bose and Lei Ye

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Nostalgia as a Tactic for Marketers: The Use of Retro Marketing to Entice Consumer Purchase, Cortnee Y. Bunch

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Bitcoin: Bringing New Meaning to Purchasing Power & Bridging the Wealth Gap, Fabienne Cadet

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The New Grocery Retail Journey: Stimuli and Mobile Influences on a Consumer’s Unplanned Shopping and Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, and Wooyang Kim

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From Customizing Products to Possessive Bonds: The Role of Consumer Involvement and Consumer Privacy Concern, Hua Chang and Lingling Zhang

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How Cultural Factors Affect Chinese Americans’ Attitudes Towards Seeking Mental Health Services, Arlene Q. Chen, Xinji Xiao, Yueting Wu, Xuan Zhang, and Sindy Chapa

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Impact of Model Gender on The Effectiveness of Advertisements Targeted at Older Viewers: An Analysis in The Context of Ageing, Corinne Chevalier and Gaelle M. Moal

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An Exploration of How Having a Materialistic Value is Related to an Environmentally Sensitive Personality., Sooyeon Choi

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Chamber of Commerce Membership: An Explanatory Model of Member Organizations’ Normative, Continuance and Affective Commitment, Shawn Clouse, Simona Stan, and Nader Shooshtari

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The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19, Christy M. Cook, Pia A. Albinsson, and James E. Stoddard

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Investigating Consumer Choice Criteria for Free Services, Samer Elhajjar, Shaheen Borna, and Russ Wahlers

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The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, and Padma Bulusu

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Does the Sponsorship of Sports Entities by Gambling Organizations Conform to the Set of Benefits as Conceptualized in the Model of Sports Sponsorship?, Sam Fullerton, Michael McCall, and Ronald Dick

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Defining Health Care Marketing, Gary Futrell

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Brand Love and Purchase Intention: Does a Sports Team Name Matter?, Kristy C. Grayson DBA, Katie Kamachi PhD, and David Olsen PhD

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The Effect of Resource Scarcity on Consumer Ethical Behavior, Todd C. Haderlie Jr and Jaehoon Lee

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Determining Patient Satisfaction and Well-being in Dental Healthcare: Expanding Theoretical Models through Grounded-Theory Methods, Kristina M. Harrison

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Transaction-Based Cause-Related Marketing: The Role of Consumer Trust and Self-congruity on Purchase Intention, Dawn D. Hart and Douglas Johansen PhD

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The Corporate Remedy Strategies for Product-Related and Business Ethical Misdeeds, Lei Huang

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Rainbow-Washing Away Customers: Does the Consumer’s Perception of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, and Maya DuBois

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Exploring the Effects of Linguistic Elements of Social Media Corporate Apologies on Consumer Responses, Laurel Johnston

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Trends in Global Bridal Industry: Emergence of Online Bridal Stores and Survival of Brick-And-Mortar Stores, Libby Jones, Ismet Anitsal, and Melek Meral Anitsal

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Event-Related Potentials Differentiate Gender-Based Responses to Brands, William J. Jones, Kelene A. Fercho, and Lee A. Baugh

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Destruction and Reconstruction of Corporate Reputation in the International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, and Olga Dziubaniuk

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Intention to Pursue a Sales Career: A Dyadic Study of Students and Parents Extended Abstract, Joseph Little, Mark Kubik, Alexander King, and Grant Weidman

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Slogans as Persuasive Accelerants of Electronic Word-of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, and Charles M. Wood

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Going Green: Carving a Niche in a Global Market, Ahmed Maamoun

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Investigating How Tacit Knowledge Management Inclination and Explicit Marketing Agendas Impact Business Success., Christine A. Makama

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Developing Marketing Capabilities to Mitigate Perceived Cybersecurity Risk in Healthcare Organizations, Manisha Mathur

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Anti-consumption: A Preliminary Examination of a Set of Social Considerations That Impact a Consumer’s Decision to ‘Punish’ Marketers Deemed to be Engaging in Irresponsible Behavior, Tammy McCullough, Ania Izabela Rynarzewska, and Sam Fullerton

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Mothers with Empty Arms: Marketing, Stigma, and Bereaved Mothers, Elizabeth A. Minton, Carissa Anthony, Cindy Xin Wang, and Alexa Fox

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Awareness Marketing: Cause Marketing without Contribution, Elizabeth A. Minton and Frank Cabano

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Monetizing Student Projects: Advice for Marketing Educators, Zach Moore

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The Need for Non-Market Strategy: Epistemic Communities, Globesity and the Marketing of Fast Food, AMIT MUKHERJEE and Naz Onel

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The Effect of Diversity Initiatives by Brands on Consumer Perceptions, Dolph F. Nelson IV and Laura Boman

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Saving Face: Comparing the Effects of Endorsement Marketing Strategies on Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, and Tyler Trobert

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Love at First Touch: How Swiping vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, and Cait Lamberton

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Social Media Influencers: Talk is Not Cheap!, Antoinette Okono

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The Unintended Effects of Tamper-Evident Packaging, Marissa Orlowski, Sarah Lefebvre, and Laura Boman

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Facilitating the Choice of College Major Using the Consumer Decision Process, Content Marketing, and Social Media, Julie M. Pharr

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Examining the Relationships Between Branding Factors and Likelihood of Recommending: Determinants of Net Promoter Score, Musa Pinar and Tulay Girard

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Bank Consolidation and its Effect on Service Quality, Thomas L. Powers, William S. Spears, and Seongwon Choi

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Gamification Usage and Platform Loyalty in Esports Livestreams: An Analysis of Unobserved Heterogeneity with FIMIX-PLS And IPMA, Yizhou Qian, Jeam Martinez, and Robbie Matz

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Money, medals, and championships: politically driven conspiracy of silence, model development; implications to diversity and inclusion., Ania Izabela Rynerzewska

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Empathy, altruism, csr, and consumer buycott behavior during Covid 19: lessons learned, Ania Izabela Rynerzewska and Eliza Hetrick

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The Lonely Reason Impeding Compliance with COVID-19 Prevention Guidelines, Ainslie E. Schultz and Kevin P. Newman

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Exploring the Impact of Brands Roasting on Social Media, Sphurti Sewak, William F. Humphrey Jr., and Jayati Sinha

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An Examination of Portrayal of Disability in Brand Ads, Sphurti Sewak and Jayati Sinha

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The Perils of Using Self-Deprecating Humor: Customer Evaluations of the Firm after a Service Failure, Hyunju Shin and Lindsay R. Levine

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Business Faculty’s Communication Strategies for Students during the COVID-19 Pandemic, Sohyoun Shin

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Attendance of International Students at U.S. Colleges and Universities, Nader H. Shooshtari

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There is No I in Team: The Role of Sales Faculty Coaching and Organizational Culture on Student Competition Teams, Stefan Sleep and Brent McCulloch

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“Just Hanging with my Friends”: U.S. Latina/o/x’s Perspectives on Parasocial Relationships in Podcast Listening during COVID-19, Arthur D. Soto-Vasquez, Olga Vilceanu, and Kristine Johnson

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The Application of Kahneman’s Concepts to Marketing Police in Ontario, Canada, Pritpal Thind, Steve LeMay, and Dave McMahon

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When the Going Gets Tough: Motivations of Customer Helpers’ Further Green Helping Behavior Intentions, Estelle van Tonder, Boitshepo Cl Mkhondo, Christo Bisschoff, and Sam Fullerton

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Communicating Temporary Brick-and-Mortar Store Closures During Covid-19 Lockdowns in the UK, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally McKechnie, and Muzna Shehzad

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Exploring Stakeholders’ Perceptions Toward Event Innovations, Sophie Unson and Wei Wang Dr.

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Professional Networking and Personal Branding with Linkedin During The COVID-19 Pandemic: Personality, Impression Management, and Dirtiness in Digital Contexts, Carlos Valdez, Leslie Connell, Christopher Leo, and Jennifer Morin

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The Perceptions and Experiences of Human Resources Recruiters Regarding Linkedin as an Online Personal Branding Representation of Recent Business Graduates, Carlos Valdez, Carole Ann Creque, David Penn, and James Gallo

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Building a Personal Brand Using Impression Management in Social Networks, Carlos Valdez and Jorge Villegas

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Spending All Your Money on Me: Influencer Marketing’s Impact on Engagement, Rebecca A. VanMeter, Michael C. Peasley, and Parker J. Woodroof

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College Sport Ethics: Moral versus Consequentialist Drivers of Student Ethics in Sport Activities EXTENDED ABSTRACT, Arturo Z. Vasquez-Parraga, Miguel A. Sahagun, and Jason Flores

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Chinese’ Impulsive Shopping Behavior in a Post-Pandemic Era: Exploring the Impact of Long-Term Orientation on Self Control, and Utilitarian and Hedonic Shopping Values, Pei Wang and Sindy Chapa

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Human Chefs Cook More Calories: The Impact of Human (vs. Robotic) Food Producer on Calorie Estimation, Wenyan Yin, Yanliu Huang, and Cait Lamberton

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Flipping The Online Classroom – Comparing The Effectiveness of Two Teaching Modalities for Online Experiential Learning Activities, William J. Zahn Ph.D.

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Is Sales Competition A Good Motivator or a Bad Idea? The Underlying Mechanism of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, and David Mathis

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The Effects of Shape-taste Congruence on Product Evaluations, Jurui Zhang, Raymond Liu, Yufang Jin, and Menglin Li