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
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
Selling the Self: Personal Branding and Impression Management on LinkedIn, Matthew A. Gilbert
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
