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
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
