Marketing the Brave
University of Stirling
2-5 July 2018

1. Key Dates
2. Conference Theme
3. Conference Tracks
4. Submission Guidelines
5. Terms and Conditions

You can download the full PDF version of this document here:

AM2018 Conference Call for Papers (Version date:  8 January 2018)

Please note this version is dated 8 January 2018 and updated versions of the document may be released prior to the Conference.

Paper decisions were sent out by email. When you received your decision email, if you were asked to submit revisions, please log in to the system using the link below. Once you have logged in, choose to “Amend” your submission. On the Submission Form is a text box for you to put your Response to Reviewers Comments (up to 500 words). If you then scroll down the Submission Form to the file you uploaded for review, you will have the option to replace the uploaded file. Please note that authors who had papers accepted with revisions can register for the conference if they have re-uploaded their paper.

Click here to access the online paper submission system

Note when using the online paper submission system: Once you put in your email address, the online system automatically then opens a second textbox on the page so you can submit your password. If the password textbox does not appear, please check your browser settings.

1. Key Dates

Please note the following key dates:

  • 12 January 2018 Submission of proposal outline for special sessions
  • 22 January 2018 Final closing date for submission of conference papers and doctoral colloquium papers
  • 4 March 2018 Final closing date for submission of workshop expression of interest papers
  • 2 March 2018 Closing date for submission of special session proposals
  • 13 April 2018 Paper acceptance confirmed
  • 23 April 2018 Doctoral Bursary application deadline
  • 27 April 2018 Revised Paper deadline
  • 4 May 2018 Early Bird Registration closing date
  • 1 June 2018 Final registration date for conference for all presenting authors
  • 2 July 2018 Doctoral Colloquium 2018
  • 3-5 July 2018 AM Conference 2018

2. Conference Theme – Marketing the Brave

The theme of the Academy of Marketing Conference 2018 challenges marketing scholars to be brave in both thought and deed through exploring insightful theoretic concepts, designing and employing rigorous research approaches and generating innovative solutions to bold issues. We encourage contributions that will be able to provide an understanding of and offer explanations to the substantive post-Brexit issues for marketing, policy makers, and society at large.

3. Conference Tracks

Please find below the range of conference tracks where you should seek to place your paper.

  • Arts and Heritage
  • B2B Marketing
  • Brand, Identity and Corporate Reputation
  • Consumer Psychology and Cross-Cultural Research
  • Consumer Behaviour
  • Consumer Culture Theory
  • Critical Marketing
  • Entrepreneurial and Small Business Marketing
  • E-Marketing and Digital Marketing
  • Ethics and Marketing
  • Fashion Marketing and Consumption
  • International Marketing
  • Marketing Case Studies
  • Marketing Communications
  • Marketing Education
  • Marketing of Higher Education
  • Marketing Research and Methodology
  • Marketing Segmentation and Target Marketing Strategy
  • Non-Profit and Social Marketing
  • Place Marketing and Branding
  • Political Marketing
  • Retail Marketing
  • Services and Customer Relationship Marketing
  • Sports and Events Marketing
  • Strategic Marketing
  • Sustainability
  • Tourism Marketing

4. Guidelines for Conference Submissions

Doctoral Colloquium

The Academy of Marketing Doctoral Colloquium is a forum for doctoral students to meet and discuss their work with each other and experienced researchers. It will take place on Monday 2 July immediately prior to the Academy of Marketing 2018 conference. The colloquium will be held in a collaborative, open and friendly atmosphere. All topics and methodological approaches within the broad field of marketing and consumer behaviour are welcome and doctoral students at different stages of their research can apply to participate.

Doctoral presentations at the colloquium will take place in parallel tracks based on the conceptual and/or methodological focus of the participants work alongside the stage of their doctoral work. In addition there will be faculty presentations designed to help students plan and manage their dissertation process.

Doctoral Colloquium Papers

Students at any stage of their research may submit a paper. These must be:

  • A maximum of 6 pages excluding the abstract, appendices and references (papers may contain tables and figure).
  • Appendices and references must each begin on a new page, but be uploaded as part of the paper
  • Submitted without the name of the paper’s author or indication of their institution (The online paper submission system will keep a record of these details). Please also ensure that all identifying information is removed from the document properties.
  • The online system will ask for an abstract to be inputted separately (maximum 200 words)
  • The online system will ask authors of DC submissions to indicate:
    What stage in the PhD process is the student at? e.g. Early year 1, Middle year 2-3, final year 3-4
    What methodological approach is being used?
  • Please see the General Guidelines for All Papers for detailed formatting instructions.

Competitive Papers

These must be:

  • Original
  • A maximum of 6 pages excluding abstract, appendices and references (Papers may contain tables and figures)
  • The online system will ask for an abstract to be inputted separately (maximum 200 words)
  • Appendices and references must each begin on a new page, but be uploaded as part of the paper
  • Submitted in long abstract form without the name of the paper’s author or indication of their institution (The online system will keep a record of these details)
  • Please also ensure that all identifying information is removed from the document properties.
  • Please see the General Guidelines for All Papers for detailed formatting instructions.

Working Papers

These must be:

  • A maximum of 3 pages excluding abstract, appendices and references. (Papers may
    contain tables and figures). You will be asked to clearly identify which aspect (s) of this paper remain a work in progress (e.g. conceptualisation, data collection, data analysis, conclusion)
  • The online system will ask for an abstract to be inputted separately (maximum 200 words)
  • Appendices and references must each begin on a new page, but be uploaded as part of the paper
  • Submitted in long abstract form without the name of the paper’s author or indication of their institution (The online system will keep a record of these details)
  • Please also ensure that all identifying information is removed from the document properties.
  • Please see the General Guidelines for All Papers for detailed formatting instructions.


The 2018 Conference will see a new departure in terms of presentation of competitively reviewed work through expert driven workshops.

Each workshop will:

i) address a cutting-edge theoretical, methodological or pedagogical issue in marketing
ii) involve 10-15 participants who submit a competitive expression of interest paper to the workshop organisers
iii) run in parallel on Tuesday and Wednesday at the conference. You may only submit to 1 workshop on Tuesday and 1 Workshop on Wednesday. For the full listing of which workshop is on which day please see the Workshops page of the Conference website.

Competitive Expressions of Interest

Papers should be a maximum of 4 pages long and adhere to General Guidelines for All Papers. Papers will not be presented in the traditional way during the workshops; rather, attendees will be given access to the papers for their chosen workshop in advance of the conference and those papers will form the basis of the activities during the workshop as advanced by the workshop leaders. Papers must be submitted on or before 4 March 2018.

You can download the PDF of the full Call for Papers for each workshop:AM2018 Conference – Workshops

Papers should be submitted through the online Conference paper submission system when it is open via the link at the top of this webpage. When submitting your paper, choose “Workshop” for type of paper, then select the correct Workshop from the Track drop-down list.

All questions or queries on the workshops should be directed to Dr Finola Kerrigan, University of Birmingham, and/or Professor Anne Marie Doherty, University of Strathclyde

We are delighted to announce that the best papers from the workshops will have the opportunity to be worked up into full papers and submitted for review for possible publication in either a special section or special issue of the European Journal of Marketing. The special section/issue will be edited by Russ Belk, Finola Kerrigan and Anne Marie Doherty.

Special Session Proposals

As in previous years, the aim of special sessions is to provide marketing academics and researchers with a forum to disseminate and share ideas, perspectives and theories relating to a specific area of marketing, ideally in line with our conference theme. They also offer a networking opportunity for researchers to meet others who share a similar research direction. We ask for outline proposals for special sessions to be submitted by 12 January 2018, but will ask for final proposals by 2 March 2018. These should be emailed to The subject heading should be ‘Special Session Proposal’. Acceptance will depend on the number and quality of proposals received.

Final proposals should:

  • Indicate the topic and its relevance to the conference theme
  • Contain a cover page that includes the title and the proposer’s details
  • Specify the ideas and issues that will be covered in the special session
  • Specify speakers
  • Specify reviewers
  • Any other important information

General Guidelines for All Papers

File type: All papers, title pages and reference pages must be submitted as Word documents
All papers must be submitted online via the AM 2018 website. Papers must adhere to the page limits given in the Call for Papers. This will be open from 18 December 2017. A link will be provided from this wepage


There is a 6-page format for competitive papers and a 3-page format for working papers:

  • A4-page formatted
  • 2.5cm margins on all sides
  • Single spaced throughout
  • 12-point Times Roman font (except for the title, which must be 14-point Times Roman)
  • Figures and tables may be included within the body of the text
  • Footnotes must be at the bottom of the page, kept to a minimum and numbered consecutively throughout the text in superscript Arabic numerals
  • Displayed formulae must be numbered consecutively throughout the paper – (1), (2) etc. against the right-hand margin
  • Appendices should only be included if absolutely necessary. Appendices are additional to the 3/6-page paper count

Number of papers

Authors may submit no more than 3 papers in total and authors are not permitted to submit the same paper to different tracks.

  • Tracks: Each competitive and working paper may only be submitted in one track. Authors should identify the most suitable track relating to the subject matter. You can see the full list of Tracks in the earlier section of this document
  • Abstracts: These should state briefly and clearly the purpose, method, results and conclusions of the work, and should be less than 200 words in length
  • E-mails: When submitting, please complete all the registration fields and use the same email address consistently as this is the only way the system can contact you
  • Authors must submit a complete paper for review (6 pages Competitive paper or Doctoral Colloquium / 3 pages Working paper / 4 pages Workshop paper). When making their submission, Authors will be given the option to choose, if their paper is accepted, whether the paper is published in full in the Conference Proceedings, or just the Abstract. Authors of accepted papers will be asked to upload a final version of their paper into the online paper system.


Reference pages are additional to the 3/6-page paper count.

References must be presented in APA (American Psychological Association) Style. You can find detailed guidelines about exactly how references should be presented from the Instructions for Authors page of the website of the official journal of the Academy of Marketing, the Journal of Marketing Management –

In text references:
References are cited in the text in alphabetical order, separated by a semi-colon.
“Recent work (Other & North, 2010; South, 2012)…” or “Recently, Jenkins (2012) has stated …”.

Journal Article:
Other, A.N. & South, A.B. (2010). The Future of Academic Marketing Research within the Broader Business and Management Agenda. Journal of Marketing Management, 65, 579-595.

Jenkins, S., Lloyd, G. & Jones, T. (2012). Marketing Relevance. London: Sage.

Contributions in books, proceedings etc.:
Richards, A. (2011). Marketing Research: Impact and Influence on Practice. In Jenkins, S., Lloyd, G. & Jones, T. (Eds.), Marketing Relevance (pp.240-256). London: Sage.

Further Information for Authors of Competitive and Working Papers

Reviewers will rate your paper with a score of 1-5 according to the following criteria:

  • Contribution to knowledge
  • Structure and presentation
  • Literature review
  • Theory development
  • Methodology
  • Data analysis and interpretation
  • Discussion/Conclusions

Each criterion is rated on a 1-5 scale where 1 = ‘very poor’ and 5 = ‘very good’. Where the criterion is inapplicable, it is categorised ‘N/A’.

For fairness and consistency of treatment, we are keen to acknowledge the importance of keeping to the page limits for submitted papers (i.e. a maximum of 6 pages excluding abstract, appendices and references for competitive papers, and a maximum of 3 pages excluding abstract, appendices and references for working papers).


Specific comments for the author(s) will also be provided.

5. Terms and Conditions

Authors agree to abide by the following terms and conditions associated with submitting a paper for the AM 2018 Conference:

  1. The deadline for submission of papers is Midnight GMT 22 January 2018. All papers will be independently blind-reviewed by at least two reviewers. Authors should, therefore, ensure that their names or any author-identifying information are not included, either in the text of the document, properties of the file or the file name. The language of the conference is English and all papers should be in English.
  2. All papers submitted (competitive, working or Doctoral Colloquium) should follow the submission guidelines provided in relation to references. All author and co-author details will be inputted as part of the online submission form and the Organising Committee will only contact the author who submitted the paper.
  3. The decision of the AM 2018 Conference Chair in relation to the acceptance of the papers is final.
  4. Authors will be notified of acceptance, rejection and/or suggested modifications as soon as the review process has been completed. Authors should act on feedback and comments provided by the AM 2018 reviewers in order to ensure high quality conference proceedings. Please keep an exact copy of the final paper for future reference.
  5. By submitting a paper to be reviewed, the author(s) are indicating that at least one of the authors will attend the conference and present the paper. Any papers not presented by an author/co-author will not be published in the Conference Proceedings.
  6. All attendant presenters must register for the AM 2018 Conference and pay the registration fee by the required date (Friday 1 June 2018), or their paper will be withdrawn.
  7. Successfully refereed papers will be published in the Academy of Marketing (AM) 2018 Conference Proceedings. The Conference Proceedings are registered with an ISBN, and copies of the proceedings are deposited with the 6 UK National Libraries and the Chartered Institute of Marketing Library. The Conference Proceedings will also be available online from the Academy of Marketing website.

By submitting your paper (Contribution) to the Academy of Marketing Conference:

You warrant that the Contribution will be original, will not violate or infringe any existing copyright or other right (of whatever nature) of any third party; will contain nothing obscene, blasphemous, defamatory, misleading or otherwise unlawful; and will contain no factual statements which are not true or based upon generally accepted research practices; and you further warrant that you have full power to enter into this Agreement.

If the Contribution does not conform to the warranties set out in this paragraph, you will indemnify the Academy of Marketing and the University of Stirling against any claims, loss, injury, damage or costs (including legal costs) that arise as a result of your breach of warranty. You will be responsible (at your expense) for obtaining permission for the inclusion in the Contribution of any third party copyright material.

Copyright in the Conference Proceedings as a whole is with the Academy of Marketing. Authors retain the rights to their individual papers included in the proceedings, and by submitting their work for presentation at the Conference, authors grant a royalty-free, non-exclusive licence to the Academy of Marketing to reproduce the Contribution throughout the world in all forms (present, future and contingent, and including all renewals, extensions, revivals and all accrued rights of action).

The Academy of Marketing will have the right, where we consider it necessary, to revise, edit, amend and correct the Contribution in the interests of the relevance, consistency and quality of the style and content of the Proceedings as a whole. The Academy of Marketing will have the right to decline to publish the Contribution if, for any reason, it fails to meet with our full satisfaction.

The Academy of Marketing, the University of Stirling, their publisher and staff take no responsibility and accept no liability whatsoever for the accuracy, impact, or consequences of any paper published in the conference proceedings, whether refereed or not. Papers reflect the authors’ opinions, not those of the Academy of Marketing, the University of Stirling, their publisher, or their staff.