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 2023 are in this collection. The abstract or full paper is included with each record as provided by the AMTP Proceedings editors.
Submissions from 2023
Do you Dare to Study Abroad? Examining Cross-Cultural Differences in the Role of Covid-19 Post-Pandemic Stress on Study Abroad Intentions and Country Image Formation, Helena Allman, Hilmi A. Atadil, and Harriette Bettis-Outland
A Comparison of the Green Mindset and An Array of Green Customer Citizenship Behaviours of Adult Residents in South Africa and the United States, Christo Bisschoff, Estelle van Tonder, and Sam Fullerton
Measuring Social Influence in Online Social Networks - Focus on Human Behavior Analytics, Shyamala N. Chalakudi, Dildar Hussain, Gnana Bharathy, and Murthy Kolluru
LOHASian’s Cryptocurrency Adoption: Technology Acceptance Model in the Extended Theory of Planned Behavior, Sooyeon Choi
The Emergence of “Createch” as a Required or Desired Skill for Digital Marketing Internships, Theresa Clarke, Jordan A. Pratt, and Canessa N. Collins
Heritage Products, National Dishes and Consumer Identity, Monisha Das Dr,
CSR Communication Strategy: Avoiding Consumer Skepticism Considering Product Type and Firm Size, Maisy Dauphinais, Setare Mohammadi, and Lin Guo
Effectiveness of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, and Jamye Foster
A Guide to Controlling Supply Chain Last Mile and Reverse Last-Mile Logistics: A Study of U.S. And China Small Business Enterprises, Emmanuel Finnih
Differences in Eco-Friendly Attitudes and Behaviors among Consumers in the United States Across an Array of Demographics, Sam Fullerton and Tammy McCullough
Differences in Consumers’ Green Consumption Mindsets and Behavior Across South Africa, South Korea and the United States Based upon Measures of Hofstede’s Cultural Dimensions Theory, Sam Fullerton, Estelle van Tonder, and Jungki Lee
The Perceived Impact of the New Rules Regarding Name, Image, and Likeness (NIL) in Intercollegiate Sports, Sam Fullerton, Ron Wade, Ronald Dick, and Michael McCall
Engaging Gen Z Through Humor, Wendy Gillis and Fred Pozin
How “tweet” tones can explain consumer beliefs in CSR, Kristina M. Harrison and Lei Huang
How Political Ideology Impacts Political Brand Image: Analysis of the 2016, 2018, and 2020 Elections, Kristina M. Harrison, Shawn Thelen, and Boonghee Yoo
Examining the Product and Service-Centric Website Features and Functions Offered by European Fashion Retailers Following the COVID-19 Pandemic, Richard Heiens and Ravi Narayanaswamy
Service Failure and Recovery: The Role of Customer Forgiveness and Perceived Justice in Customers’ Coping Behaviors, Andreawan Honora, Kai-Yu Wang, and Wen-Hai Chih
Consumer Decision-Making on Golf Equipment: Impact of Emerging Strategic Organizational Goals and Supply Chain Intricacies, Faith A. Hopkins, Ismet Anitsal, and Melek Meral Anitsal
The Digital Engine Model: Lead Generation Through Applied DCM Strategies, Kyle A. Huggins and John D. Hansen
Minimizing the Ratchet Effect: Why Reciprocity Preserves Customer Satisfaction in Service Environments, Kyle A. Huggins and Val Larsen
Effects of Online Consumer Ratings on Persuasion, Magdoleen Ierlan
Combating Luxury Brand Counterfeiting: Recommended Action Strategies, Md Shahidul Islam
The Effect of Ordering Method on Consumer Return Intentions, Garrett M. Kemp and Laura Boman
Role of Social Media on Travel Destination Decision-Making: Young American’s Motivation, Attitude, and Behavioral Intention, Wooyang Kim, Dale A. Cake, and Hyun Sang An
Fail fast, learn fast: Understanding the process of learning from failure in SMEs, Nikolina Koporcic, David Sjödin, Marko Kohtamäki, and Vinit Parida
Brand Me: How LinkedIn Training Improves Personal Branding by influencing Self-esteem and Job Search Self-efficacy by generating an All-Star profile, Christopher Leo, Timothy Halloran, Carlos Valdez, Leslie Connell, and Jennifer Morin
The Relative Importance of Appearance and Language in Consumers’ Evaluations of Multicultural Models in Television Commercials, Neleen S. Leslie-Piper
Confronting New Realities: Factors Impacting Adoption and Success of Online Marketing Education in the Caribbean, Neleen S. Leslie-Piper, Celia McKoy, and Petula Senior
From Academia to Industry: The Educators’ Role in Preparing Marketing Practitioners for America’s Multicultural Reality, Neleen S. Leslie-Piper and Tanzeah Sharpe
Analysis of Collegiate Athlete Social Media Engagement on Instagram, Noelle Magann
Investigating How Tacit Knowledge Management Inclination and Explicit Marketing Agendas Impact Business Success., Christine Aliyu Makama and Douglas Johansen Dr
Increasing Social Media Equity of a Brand by Developing Social Media Capabilities and Consumer Promotions, Manisha Mathur
Physical and Emotional Impact of Lighting Conditions in Higher Education Classrooms, Robert P. McDonald and Gallayanee Yaoyuneyong
Labeled in Your Youth: The Effects of a Youth Disability Diagnosis in the Workplace, Landon M. McFarland, Joanne T. Cao, and Edward Sayre
Use of Online or Traditional Job Search Tools: Which Do Sales Students Prefer When Searching to Begin Their Post-College Graduate Careers-A Study Revisited, Linda G. Mullen, Randy S. Stuart, and Michael Lee Thomas
Student Satisfaction with Learning Experience and Its Impact on Likelihood Recommending University: Net Promoter Score Approach, Musa Pinar, Coleen Wilder, Matthew Luth, and Tulay Girard
Impact of the Digitized Sales Work Environment on Customer Orientation, Julia Rötzmeier-Keuper and Nancy Viola Wünderlich
Could Brand Tribes Facilitate Transformation of Their Members?, Saeed Shobeiri and Jean-Luc Bernard
The Impact of COVID 19 and Geopolitical Tensions on Small to Midsized Enterprises, Nader H. Shooshtari, Tim A. Manuel, and Shawn F. Clouse
Secondbrand Exchange: When Traditional Retail Brands Resell Used Products, Peter Silverstein, Catherine Armstrong Soule, and Sara Hanson
But This Rewards Me! An Examination of Consumer Status and Social Dominance Orientation in the Donation of Reward Points, Clancy R. Slay and Katharine Howie
Margin Variance Analysis for Informing Customer Engagement Strategy, Timothy J. Smith
Social Media Influencer Perceived Source Credibility Scale Validation and Consumer Attitudes Toward the Brand: An Exploratory Study in Urban India, James E. Stoddard, Lubna Nafees, and Christy M. Cook
Choose Your Channels Strategically: How Gender Plays a Role in the Receiving of Online Brand Activism Ad Campaigns, Jana Stupavsky
Personal Brand Equity in LinkedIn: Impression Management as an Antecedent and Behaviors as Consequences, Carlos Valdez, Jorge Villegas, and David Penn
