AM2024 Conference

AM2024

Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit

Cardiff Business School, 1-4 July 2024

The 2024 Academy of Marketing conference was hosted by Cardiff Business School in the Post Graduate Teaching Centre on the Cathays campus of Cardiff University.

Cardiff Business School is an AACSB International and AMBA-accredited Business School with a clear mission: to make a positive impact in the communities of Wales and the world through its public value strategy and principles. Cardiff Business School is committed to delivering economic and social improvement through interdisciplinary teaching and research that tackles the grand challenges facing the world today.

The social, economic, and political relevance of Cardiff Business School research and teaching is integral to the public value ethos we have embedded within the school, and we are committed to generating real impact. The 2024 Academy of Marketing Conference theme of Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit showcased this ethos which we invited you to share.

Keynote Speakers:

Neil A. Morgan, Welsh Family Chair in Business and Professor in Marketing at University of Wisconsin—Madison.
Ken Peattie, Head of the Marketing and Strategy Section at Cardiff Business School.
Chloe Smith, Co-founder of bigmoose, a charity with a clear intention; do fun stuff that inspires people to live happier, healthier and kinder lives.

Proceedings

You can download a PDF of the proceedings. The ISBN is 978-1-3999-9060-8

To reference papers in the AM2024 Conference Proceedings (APA format) :
Author, A., & Author, B. (2024). Conference paper title. In C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres & E. Rosier (Eds.), Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, Cardiff University.

AM2024 ProceedingsDownload

Prize Winners

AM2024 Best Paper in Conference — **AM2024 Best Paper**, sponsored by Journal of Marketing Management. *Nudging Social Connection: The Happy to Chat Badge Experiment* by Dorothy Yen, Jungmin Jang, Jingshan Yang, Christina Victor & Ming-yao Jen, Brunel University & Birmingham University. Presented by Eleri Rosier.

AM2024 Most Innovative Paper in Conference — **AM2024 Most Innovative Paper**, sponsored by the Marketing Trust. *‘Betwixt and Between’ the Football Pitch: Liminality in the FIFA World Cup 2022 in Qatar – A CCT Perspective* by Sara Al-Lawati & Keith Pyper, University of Strathclyde. Presented by Eleri Rosier.

AM2024 Doctoral Colloquium Best Paper — **AM2024 DC Best Paper**, sponsored by the Marketing Trust. *Role of Employee as Information Influencer: An Examination of Employee Generated Content in a Crisis Context* by Roy Ying, Hang Seng University of Hong Kong. Presented by DC Chair Matthew Robson.

AM2024 Doctoral Colloquium Best Conceptual Paper — **AM2024 DC Best Conceptual Paper**, sponsored by the Marketing Trust. *The Allure of Negative Emotions: Consuming Sadness at the Museum of Broken Relationships* by Jing Yuan, University of Edinburgh. Presented by DC Chair Matthew Robson.

Conference Team

Conference Chair

Professor Carolyn Strong

Carolyn earned her Ph.D. at Cardiff Business school where she was an academic for twelve years. She re-joined CARBS in 2014, after eight years at University of Bath School of Management. She has published in Journal of Business Research, Marketing Letters, European Journal of Marketing and Journal of Advertising, among others. She has published an edited collection of ethical and social marketing contributions; and is working on a new book of small business enterprise case studies. Carolyn is the standing Editor-in-Chief of the Journal of Strategic Marketing.

Conference Committee

Professor Eleri Rosier

Eleri is a Professor of Marketing and Strategy at Cardiff Business School, Cardiff University, a Member of the Chartered Institute of Marketing, a Senior Fellow of the Higher Education Academy and an Association of Business Schools Certified Management & Business Educator. She is the Director of Postgraduate Recruitment and Admissions for Cardiff Business School and the Chair of the Coleg Cymraeg Cenedlaethol Business Panel and a contributor for Coleg Cymraeg’s Digital Learning Materials scheme. Previously, her work has appeared in the European Journal of Marketing, Industrial Marketing Management, the Journal of Strategic Marketing and the Journal of Euromarketing. Before joining Cardiff Business School, Eleri gained industrial experience in the marketing and event management industry and also has extensive experience in assisting small and charitable organisations on marketing planning and fundraising.

Dr Carmela Bosangit

Carmela is a Senior Lecturer in Cardiff Business School, Cardiff University. Her research interests include ethical consumption, sustainable business practices, circular economy, and tourism. She has published in marketing and tourism journals such as Journal of Business Research, Journal of Business Ethics, Annals of Tourism Research and Journal of Sustainable Tourism. She is an Editorial Board Member of Annals of Tourism Research and Annals of Tourism Research Empirical Insights. She has research projects funded by the British Academy/Leverhulme small research grant and the Academy of Marketing and has organised events for the Annual ESRC Festival of Social Science events to disseminate research findings from her projects to non-academic audience.

Professor Nicole Koenig-Lewis

Nicole is a Professor of Marketing at Cardiff University’s Business School and an Affiliate of CAST (Centre for Climate Change and Social Transformations). Her research addresses the theoretical debates, drivers and barriers surrounding sustainable behaviours relating to domestic consumption, access-based consumption, and festival/event attendance with a focus on events/ festivals as agents of sustainable behaviour change. She has published her work in journals such as Journal of Business Research, Annals of Tourism Research, Journal of Sustainable Tourism, Resources, Conservation & Recycling, and European Sport Management Quarterly. She has been a conference co-chair and co-organised the annual Welsh Postgraduate Research Conference (WPGRC) in Business/Management and Economics in 2019, 2022 and 2023 and the International Colloquium in Relationship Marketing (ICRM) in 2018 and 2008.

Dr Zoe Lee

Zoe is a Reader in Marketing and Programme Director for MSc Strategic Marketing at Cardiff Business School. She serves as an Associate Editor of the Journal of Strategic Marketing and Editorial Review Board for the Journal of Philanthropy and Marketing. Her research focuses on contemporary branding issues (including corporate brand and rebranding & brand activism), sustainability (communication strategies and inclusivity in disability) and nonprofit marketing strategy. She has led research projects funded by the British Academy/Leverhulme Small Research Grant, Velindre NHS Trust and ESRC Festival for Social Sciences with an approximate total of £260,000. Her research has been published in Industrial Marketing Management, Journal of Business Research, Journal of Business Ethics, European Journal of Marketing and Journal of Brand Management. Zoe has contributed to The Conversation as a branding expert.

Dr Olaya Moldes Andrés

Olaya is a Lecturer in Marketing at Cardiff Business School. Olaya holds an MSc in Management and Entrepreneurship, a Master in Research Methods in Psychology, a PhD in Psychology, and a BSc (Hons) in Communication and Media Studies. Olaya has previously held academic positions at De Montfort University, Brighton University, and Sussex University (School of Psychology and Business). Before embracing a career in academia, Olaya worked as a Marketing Manager for Hewlett Packard and gained extensive experience in direct marketing as a product promoter for brands, including Samsung and Kodak, and worked as a communication assistant at a United Nations conference. Olaya has published in the Journal of Economic Psychology, Psychology & Marketing, and the British Journal of Social Psychology among other journals and has presented her research at the American Marketing Association (AMA), the European Association of Social Psychology (EASP) and the British Psychological Society (BPS). Olaya will be the conference Director of Health and Wellbeing.

Doctoral Colloquium Chair

Professor Matthew Robson

Mat earned his Ph.D. and began his academic career at Cardiff Business School. He re-joined CARBS in January 2019, after a ten-year period at Leeds University Business School (Mat spent six of these as Head of Marketing). In this capacity, Mat helped to establish the ESRC-funded Consumer Data Research Centre. Mat has been involved as Primary- or Co-Investigator in funded research projects that total approximately seven million pounds. Mat’s teaching and research interests focus on international, strategic, relationship, and retail marketing. Mat has published in many journals of international repute including British Journal of Management, International Marketing Review, Journal of Business Ethics, Journal of International Business Studies, Journal of International Marketing, Journal of Marketing, Journal of World Business, Management International Review, and Organization Science. He serves as Associate Editor of Journal of International Marketing.