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AM2022 Conference

Marketing: The Fabric of Life
University of Huddersfield, 5-7 July 2022

Conference Proceedings

To reference papers in the AM2022 Conference Proceedings (APA format) :
Author, A., & Author, B. (2022). Conference paper title. In S. Roper & C. McCamley (Eds.), Proceedings of Academy of Marketing 2022 Annual Conference and Doctoral Colloquium: Marketing: The Fabric of Life, University of Huddersfield.

ISBN: 9781862182127

Conference Theme
The 2022 Academy of Marketing Conference called for cutting edge research in the field of Marketing, capturing its role in the design, manufacture, distribution and consumption of products, services and experiences that relate to the everyday yet fundamental ‘fabric of life’. We welcomed an examination of the threads of marketing theory, and an exploration of the interwoven patterns which contribute to the ever-evolving tapestry that is Marketing.

Marketing relates to all areas of contemporary society, touching on traditional subjects such as consumer behaviour, branding and strategy. Likewise, emerging issues, such as the climate emergency, changing gender roles and the reconceptualization of space and place also demand marketing thought and critique.

In 2022 and we introduced you to incredible stories from this part of the world relating to heritage, culture and geography. These are embodied by the history of Huddersfield’s textile industry, which has left a physical and intellectual legacy. The conference Gala Dinner was held at Bowers Mill, built in the 18th century as water powered Fulling Mill, Corn Mill and finally a Woollen Mill. Textile manufacture was started by two brothers Joseph & Samuel Taylor and J & S Taylor occupied the Mill from 1882. All the processes to produce cloth were carried out here in the Mill by Taylors; blending, spinning, weaving, scouring, dyeing and finishing.

About the University of Huddersfield
The University of Huddersfield has a growing reputation as an inspiring, innovative provider of higher education of international renown. Recognised as a leader in enterprise and innovation, the University has been the recipient of the Times Higher Education magazine’s awards for the ‘University of the Year’, ‘Entrepreneurial University of the Year’ and ‘Outstanding Leadership and Management’ and is also the recipient of two Queen’s Awards for Enterprise.

In 2015, the University achieved 5-star status from international ratings organisation QS Stars in the areas of teaching, internationalisation, employability, and for facilities and access. It is joint first in England for the proportion of staff with teaching qualifications and recently became one of the few universities in the UK to be awarded the ‘Gold’ standard in the Government’s new Teaching Excellence Framework.


Stuart Roper

Stuart Roper


Claire McCamley

Claire McCamley

Doctoral Colloquium

Fiona Cheetham

Fiona Cheetham

Cliare McCamley, James Wagstaff & Zubin Sethna
AM2022 Best Paper, sponsored by Journal of Marketing Management. Identifying The Very Fabric Of Sales Engineers: Their Role in B2B Marketing and Sales Organisations, by James Wagstaff & Zubin Sethna. Presented by Conference Co-Chair Claire McCamley.
Claire McCamley and Jamie Thompson
AM2022 Most Innovative Paper, sponsored by the Marketing Trust. Parasocial Relationships In CGI Influencer Marketing, by Jamie Thompson. Presented by Conference Co-Chair Claire McCamley.
Nigel Coates and Shuo Feng
AM2022 DC Best Paper, sponsored by the Marketing Trust. Exploring Luxury in Post-Consumerism: A reflexive review on ethnographic research methods, by Shuo Feng. Presented by Nigel Coates, Chair of the Trustees of the Marketing Trust.
Nigel Coates and Tanya El-Khatib
AM2022 DC Best Conceptual Paper, sponsored by the Marketing Trust. Sustainable Fashion Consumption Behaviour amongst the Youth, by Tanya El-Khatib. Presented by Nigel Coates, Chair of the Trustees of the Marketing Trust.
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