AMTP Proceedings 2026
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 2026 collection preserves records of conference abstracts and papers as available to the Proceedings editors.
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Submissions from 2026
Immersive Experiences and Brand Equity: AR and VR as Engagement Tools for Gen Z in Art Studio Start-Ups, Helena F. Allman, Erol Pala, Hilmi A. Atadil, Felicia N. Morgan, Alison J. Green, and Qiulin Lu
The Acquisition, Consumption, and Disposal of Clothing: A Qualitative Analysis, Omar H. Alqudsi and Trang Phuc Tran
Mistargeted Advertising: The Impact of Human vs. AI Error on Consumer Brand Perception, Abdulela Alshehri and Umair Usman
Reexamining Consumer Memory in the Age of Artificial Intelligence, Suwakitti Amornpan, Sasawan Heingraj, and Manisha Mathur
From New Orleans to Orléans: How Perceived Connections Shape Destination Image, Hilmi A. Atadil, Helena F. Allman, Erol Pala, Qiulin Lu, Alison J. Green, and Felicia N. Morgan
A Parsimonious Model of Social CRM and Reciprocal Social Media Behaviors Among Colombian Consumers, Ainsworth Anthony Bailey PhD, Carolyn M. Bonifield PhD, Juliana Villegas PhD, and Alejandro Arias PhD
Thirty-Five Years of Positioning Research: A Bibliometric Review of Master's and Doctoral Dissertations, Charles Blankson and Wendy Chen
A Multi-Country Examination of the Consumption of Credit Cards, Charles Blankson, Aditi Puri, and Jhinuk Chowdhury
Beyond the Launch: Designing Integrated Marketing Communications Across the Publishing Lifecycle, Philip J. Boutin Jr.
The Psychology of Acquisition, Consumption, and Disposition of Clothing Among Consumers, Kamila Muratkyzy Buckle and Trang Phuc Tran
Corporate Social Responsibility and Consumer-Brand Relationships: An Investor-Oriented Integrated Framework, Ada V. Campbell
Experiential Learning in Marketing Education: Student Reflections in a Client based Project, Samit Chakravorti
Fashion, Function, and Identity: Generation Z College Students’ Athletic Merchandise Preferences, Michelle L. Childs and Robin Hardin
Skincare Influencer’s Effects on Skincare Consumers’ Perceptions on TikTok Shop, Abigail Choi
A Model for Professional Organization Membership Support: Trust, Commitment, Membership Value, and Relationship Quality Commitment, Shawn F. Clouse, Nader H. Shooshtari, Simona Stan, and Liz Kohl
AI Benefits in Education and Peer Recommendation: The Role of Student Demographics, Haydar Cukurtepe, Musa Pinar, Faruk Guder, and Aysegul Yayimli
Influencer Effect? An Examination of Dunkin’ and Tarte’s Use of Influencers, Amanda D. Damiano Ph.D. and Wenjing Xie Ph.D.
The Impact of Temporal Location on Persuasiveness, Ruiqi Dong and Yanliu Huang
What Graduates See and What Employers Pay; Reconciling Salary Reporting and Total Compensation in Sales and Marketing, John Ertel and George Talbert Jr.
Evaluating the Role of Social Media and Consumer Preferences in the Food Truck Industry, David Farabaugh, Kayla Weslager, Noah Kohan, and Anthony George
Pet Foodies: Trait Extension from People to Pets, Richard Flight and Cole Cline
Coping Under Constraint: How Consumer Vulnerability and Caregiver Status Shape Food Choice and Well-Being, Kerry-Ann V. Forbes and Prachi Gala
Consumer Adoption of Cultivated Meat: A Multi-Value Perspective Using Empirical and Synthetic Data, Wei Fu
Craft, Connection, and Code: Consumer Culture in the Age of Intelligent Technology, Monisha Gupta Dr and Elizabeth C. Alexander
AI Fosters Customer Co-Creation for Solo Entrepreneurs Operating Under Resource Constraints, Kamrunnahar Happy, Ismet Anitsal, and Melek Meral Anitsal
Customer-Centricity in the Financial Services Sector: A Preliminary Look, Rhea Ingram and Katie H. Whetstone
Analyzing Big Data-AI's Impact on Product Innovation and Customer Engagement, Omar Itani, Samer Elhajjar, Ashish Kalra Dr, and Manal Yunis Dr.
When Faces Do Not Help: Visual Design and Engagement for B2B Technology Brands on Instagram, Ali Jamei and Sima Sabahi
Dressed for Judgment: What Should Celebrities Wear to Court?, Alaina Jean, Emily Lesmes, and Hyunju Shin
Consumer Insights About Art Workshop and Art Boutique Preferences, Lucia M. Johnson, Richard Kaminski, Megan E. Marlin, and Craig B. Joyner
Bias in Generative AI: Amplified Stereotypes and Their Impact on Decision-Making, Jaymo Kim, Mi Zhou, Vibhanshu Abhishek, Tim Derdenger, and Kannan Srinivasan
Managed Service Providers as Strategic Partners: Reframing Outsourcing Through Relational Governance and Dynamic Capabilities, Melissa N. King and Douglas Johansen
Transactional Platforms Under Goal Duality: Managing Tensions with Coordination Strategies, Nikolina Koporcic, Vesna Damnjanovic, Johan Frishammar, and Vinit Parida
Consumer Insights About Wood Pellets and the Heating Industry, Marlana Krug, Camille Gagnon, Harrison Synder, and Ashton Rounsley
Dark Sides of Financial Inclusion: Examining the Buy Now, Pay Later Industry, Neleen S. Leslie-Piper, Ficawoyi Donou-Adonsou, and Tina Facca-Miess
Understanding the Life Satisfaction Gap in Political Consumerism: Buycotting vs. Boycotting, Neleen S. Leslie-Piper and La Toya M. Russell
Exploring TikTok Shop and the Correlation it has with the Gen Z Consumers: Consumers Purchase Decisions within the Beauty and Personal Care Product Category, Ciara A. Lewis, Richard Waters, Russell B. Clayton, and Jaejin Lee
Grade Assessment Types, and Student Performance in an Online Marketing Course, Vivek Madupu
See Lower Price in Cart: Impact of Consumer Knowledge on Price Obfuscation Strategies, Negin Malaki and Sajeesh Sajeesh
Running on Empty: How Burnout Derails Customer Delight and Sales Performance in Road Warrior Salespeople, Charshae L. Marshall-Phillips
From Channel Partnerships to Performance: The Enabling Role of Artificial Intelligence, Manisha Mathur
Internship Best Practices: A Comparative Analysis of a Small Private University (Tiffin University) and a Large Public University (Kennesaw State University), Kellie McGilvray and Randy Stuart
Transformational Leadership’s Impact on Employee Perceptions of Interactional Justice in Crucial Workplace Conversations, Dana M. Mobley and Irina Toteva
Evaluating Marketing Decision Systems Under Experimental Constraints, Vatsal Modi
Understanding the Controversy of Tipping Fairness: Insights from Paradox, Sensemaking, and Equity Theories, Madilynn Moen, Ralf Mehnert-Meland, and Wooyang Kim
Understanding the Benefits of the Choice of Free Gifts in Consumer Sales Promotions, Atmadeep J. Mukherjee, Ronn J. Smith, and Scot Burton
Human Advisors or AI Algorithms? How Loneliness and Age Impact Trust in Consumer Evaluations of Services, Kevin Newman and Ainslie Schultz
Deploying Root-Cause Analysis (RCA) Agents: An Implementation Blueprint for AI-Augmented Marketing Analytics, Seojoon Oh
Reimagining Brand Resonance: A Symbolic Interactionist Framework for Influencer-Brand Relationships and Within-Category Switching, Antoinette Okono
The Dark Side of Authenticity: Examining the Ethicality of Influencer-Led Message Framing in GLP-1 Marketing, Antoinette Okono
Subsidiary Autonomy, Internal Embeddedness, and Innovation: The Role of Government Intervention in Brazilian and Mexican Multilatinas, Ji Eun Park and Dominic Buccieri
Out of Everything: Consumer Response to Extreme Scarcity, Melodie Philhours, Courtney Peters, and John E. Mello
Do Salespeople Best Understand Market Orientation of Their Company?, Thomas L. Powers
AI-EVA: Evaluating the Value of Overhauling Hotel Infrastructure for Artificial Intelligence Integration in Guest Experience, Pearllana Prioleau
When Brand Protection Leads to Brand Crisis: The Case of Disposable Fashion, Priya Rangaswamy, Rohini Daraboina, and Lizhihan Yu
Green Marketing and Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions, Santiago Reyes and Sindy Chapa
Defining Cultural Credibility: Perceptions of Authenticity, Representation, and Appropriation in Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, and Leticia Falcao
What It Means to Be Latino: Exploring Identity Among U.S.-Born Gen Z Youth, Santiago Reyes, Alessandra Noli Peschiera, Melany Sarcevic, Tatiana Garcia, and Leen Tlanepantla
When AI Joins Your Teaching Team: Reinventing Sales Education with AI, Cindy B. Rippé and Caroline K. Munoz
Assessing the Impact of Alumni Relations: Using the Theory of Planned Behavior to Understand FSU Students Motivation to Engage, Eldaneka Rolle, Richard Waters PhD, and Ciara A. Lewis
Determinants of E-waste Recycling Intentions Among US and UK Consumers, Catherine A. Roster
Human or Bot? How Tripartite Privacy Concerns Shape AI Service Adoption, La Toya M. Russell and Neleen Leslie-Piper
Being Compassionate Helps Improve College Students’ Perceived Well-Being. The Mediating Role of Cognitive Flexibility and Perceived Anxiety, Saurabh Singh and Sarath Nonis
Mindset Matters: How Growth and Fixed Mindsets Shape Consumer Adoption of AI, MyungJin Smale, Yuri Martirosyan, and Hui Zhang
A Qualitative Study of Product Placement in light of Perspective of Female Audience and Femvertising, Khusnud Tabassum
Integrating Leadership Development into Sales Management Education: A Teaching Case Using Goleman’s Leadership Framework to Teach Coaching and Adaptive Leadership, George Talbert, Malcolm Talbert, and Earl Honeycutt
Perceived Authority of AI-Generated Videos and Consumer Vulnerability, Kungpo Paul Tao
What Drives Solar Energy Adoption? An Exploratory Study, Can Trinh
Emotional Exhaustion in Entrepreneurs: The Role of Family Support, Coping Strategies, and Cultural Moderators in Shaping Venture Success and Work–Family Spillovers, Franklin Velasco and Cintya Lanchimba
Cute, Collectible, and Contagious: Understanding the Starbucks Bear Cup Phenomenon, Natalya Vodopyanova
Institution-Based Trust and COVID-19 Compliance Across Countries, Liz Wang
The De-InfluencingTrend on Social Media and its Impact on Consumer Engagement, Lana Waschka and Andre Waschka
From Eye Rolls to Exploitation: Differentiating Consumer Incivility from Jay Customer Behavior, Scott M. Widmier, Prachi B. Gala, and Nikolaos Iason Koufodontis
A Case Study on Building Core Curriculum with Purpose and Perspective, Christopher A. Wilkey and Austin Hostetter
Marketing Mindsets Abroad: A Longitudinal Qualitative Study of Reflective Learning, Brand Meaning-Making, and Career Readiness in an Oxford-Based Study Abroad Program, Kari Wood and Kelly La Venture
Conversation Analysis of Public-Servant and Persons-of-Interest Face-to-Face Talk via LLM‑Supported AI Script Mapping Tools, Arch G. Woodside and Suresh Sood
