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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from 2026
Digital Fashion for the Avatar or Digital Fashion for the Self? Understanding Gen Z’s Willingness to Spend on Digital Fashion in the Metaverse, Shivam Agarwal
Promoting Inclusive Tourism via Metaverse, Shivam Agarwal
Consumer Willingness to Pay in the Metaverse: A Case of Digital vs Phygital, Shivam Agarwal, Jaehoon Lee, and Umair Usman
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
Consumer’s Acceptance of In-Store Retail AI Powered Technology: Use of Digital Tools and New Product Trial, Dale A. Cake and Wooyang Kim
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
