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
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
