AMTP Proceedings 2025
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 2025 collection preserves records of conference abstracts and papers as available to the Proceedings editors.
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from 2025
Hidden Markets in the Short-Term Rental Boom: A Case Study of Investment and Property Service Operations, Jillian Aldrich, Steve LeMay, and Dave McMahon
Exploring the Cosmos from Earth: Terrestrial Space Tourism Destinations, Hilmi A. Atadil, Helena F. Allman, Qiulin Lu, and Alison J. Green
Susceptibility to Online Shopping Influence and Online Shopping Advocacy Behavior: Role of Trust in Online Retailers, Ainsworth Anthony Bailey and Mojisola Tiamiyu
Market Structure Evolution in the U.S. Automobile Industry: A Review of Diversity and Concentration Metrics, P.V. (Sundar) Balakrishnan
A Model to Measure the Brand Equity of South African Business Schools: A Case Study of the North-West University Business School, Christo A. Bisschoff
South Africans’ Attitudes and Behaviors Regarding Customer Citizenship: The Paradoxical Comparison of the Primary and the Secondary Data, Christo A. Bisschoff and Sam Fullerton
Understanding Med Spa Preferences, Lee O. Brannon III, Tabor L. Schilling, Baily R. Trettel, and Nancy B. Alden
Consumer Insights About Restaurant and Bar Preferences, Griffin D. Burt, Richard Kaminski, and Zachary Eckenrode
Tournament Theory – A Marketing-Oriented Examination, Ada V. Campbell
When Art Inspires Wine Label Strategy: An Exploration of French Winemakers’ Perceptions, Corinne Chevalier and Ghofrane Ghariani
Exploring the Drivers of Customers’ Willingness to Accept Chatbot Intervention in Service Recovery, Wen-Hai Chih, Kai-Yu Wang, and Hope W. Banda
Membership Support for a Professional Organization Based on Member Satisfaction, Value, and Commitment, Shawn F, Clouse; Simona Stan; and Nader Shooshtari
1 – 1 > 0: Growing the Pie by Reallocating Shelf Space to Small Brands, Jesse Core and Ho Kim
To Sleep – Perchance to Dream: Does Reducing Social Media Use Improve Sleep Quality?, Meredith E. David and James A. Roberts
Exploring the Effects of Strategic Orientation Combinations: The Moderating Role of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, and John Shaw
Fueling the Ideal: The Role of Energy Drink Marketing in Shaping Body Image on Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, and Darlene Natale
Consumer Cynicism and Situated Learning: When is it Best for Consumers to Learn About Service Failures?, Mousumi Bose Godbole
Transforming Undergraduate Marketing Research: Building an Industry-Driven Research Incubator, Kristy C. Grayson and David Olsen
Consumer Intentions and Its Influence on Local Rodeo Attendance, Sierra H. Greene and Melinda McLelland
Exploring Fan Dynamics in NIL Collectives: Insights into Engagement and Contribution, Tom Hickman
The Listening Challenge: Fostering Soft Skill Development through a Four-Week Practice and Reflective Journaling Assignment, Monica A. Hodis and Patricia L. Wollan
Adoption Of Virtual Influencers by The Healthcare Industry: Benefits and Drawbacks, Jessica L. Holden, Ismet Anitsal, and Melek Meral Anitsal
A Reimagined Course on Sales Technology, Austin Hostetter and Christopher A. Wilkey
“Do I Stand On My Own” Or “Are We All in This Together”? The Effect of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour and Golshad Parsimoghadam
