Dr. Francisco Guzman
University of North Texas
Marketing
(940) 369-7966
Email:

Education

PhD, Universitat Ramon Llull - ESADE, 2005.
Major: Management Sciences
Degree Specialization: Marketing
MM, ESADE Business School, 2002.
Major: Marketing
MPP, Instituto Tecnologico Autonomo de Mexico (ITAM), 1999.
Major: Public Policy
BA, Instituto Tecnologico Autonomo de Mexico, 1996.
Major: Economics

Professional Positions

Academic - Post-Secondary
Visiting Professor, Burgundy School of Business. (January 2014 – Present).
Visiting Professor, EGADE Business School (Monterrey Tech). (August 2006 – Present).
Visiting Professor, ESADE Business School. (April 2005 – Present).
Assistant Professor, EGADE Business School (Monterrey Tech). (August 2005 – July 2006).
Junior Lecturer and Research Assistant, ESADE Business School. (July 2002 – April 2005).
Research Assistant, Institute of Public Management (IDGP), ESADE. (May 2001 – September 2001).
Professional
Commercial Manager, Air-Go Technologies. (September 2000 – May 2001).
Marketing Director, CONADE Mexican National Sports Comission. (January 1998 – August 2000).
Assistant for Research and Opinion Polls, Reforma Newspaper. (January 1996 – September 1997).

Professional Memberships

American Marketing Association. (2006 – 2013).

International Association for Business and Society. (2006 – 2010).

European Marketing Academy (EMAC). (2005 – 2008).

Teaching

Teaching Experience

University of North Texas
MKTG 3650, Foundations of Marketing Practice, 2 courses.
MKTG 3881, Personal Professional Development, 10 courses.
MKTG 4120, Buyer Behavior, 5 courses.
MKTG 4320, New Product Development, 1 course.
MKTG 4330, Strategic Brand Management, 59 courses.
MKTG 4880, Advanced Marketing Management, 1 course.
MKTG 4890, Applied Marketing Problems, 2 courses.
MKTG 4900, Special Problems, 1 course.
MKTG 5150, Marketing Management, 10 courses.
MKTG 6900, Special Problems, 6 courses.
MKTG 6910, Special Problems, 2 courses.
MKTG 6940, Individual Research, 9 courses.
MKTG 6950, Doctoral Dissertation, 14 courses.

Teaching at Other Institutions

Burgundy School of Business, Marketing for Entrepreneurs, Winter 2022.

Burgundy School of Business, Marketing for Entrepreneurs, Winter 2021.

Burgundy School of Business, Marketing for Entrepreneurs, Winter 2020.

Burgundy School of Business, Marketing for Entrepreneurs, Winter 2019.

Burgundy School of Business, Marketing for Entrepreneurs, Winter 2018.

Burgundy School of Business, Marketing for Entrpreneurs, Winter 2017.

Burgundy School of Business, Marketing for Entrpreneurs, Winter 2016.

Burgundy School of Business, Marketing for Entrpreneurs, Winter 2015.

Burgundy School of Business, Marketing for Entrpreneurs, Winter 2014.

Non-Credit Instruction

Certification, City of Denton, 14. (June 2016).

Certification, City of Denton, 14. (April 2014).

Directed Student Learning

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2022 – 2026).

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2021 – 2025).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2022 – 2023).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2018 – 2022).

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2017 – 2021).

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2016 – 2020).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2016 – 2020).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2016 – 2020).

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2014 – 2017).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2014 – 2016).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2014 – 2016).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2013 – 2014).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2013 – 2014).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2013 – 2013).

Dissertation Committee Chair, Marketing, Logistics, and Operations Management. (2011 – 2012).

Dissertation Committee Member, Merchandising and Digital Retailing. (2011 – 2011).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2011 – 2011).

Dissertation Committee Member, Anthropology. (2009 – 2009).

Dissertation Committee Member, Marketing, Logistics, and Operations Management. (2008 – 2008).

Awards and Honors

University Distinguished Teaching Professor, University of North Texas. (March 2019 – Present).

University Distinguished Teaching Professor, University of North Texas. (September 2014 – Present).

Beta Gamma Sigma Professor of the Year, UNT Beta Gamma Sigma. (April 2014 – 2014).

Nominated for: Minnie Stevens Piper UNT's Nominee, University of North Texas. (2010).

Honors Professor, University of North Texas. (2008).

Research

Published Intellectual Contributions

Book Chapter
Guzman, F. (2022). Commentary on "Co-creating Corporate Brand with Multiple Stakeholders". The Routledge Companion to Corporate Branding. 169-174. Routledge.
Muniz, F., Guzman, F., Krishnan, R. (2022). Omnicultural Branding. Handbook of Research on Ethnic and Intra-cultural Marketing. 57-75. Edgar Elgar Publishing.
Becker-Olsen, K., Guzman, F. (2016). Corporate Social Responsibility Communications in North America. Handbook of Integrated CSR Communication. 293-315. Springer Publisher House.
Baalbaki, S., Guzman, F. (2016). Consumer Based Brand Equity. Routledge Companion to Brand Management. 32-47. Routledge.
Guzman, F., Sierra, V. (2016). Political Candidate's Brand Image. Handbook of Brand Management Scales. 13-14. Routledge.
Guzman, F. (2014). A Latin American View of CSR and Marketing. Handbook in Research on Marketing and Corporate Social Responsibility. 252-266. Edward Elgar.
Guzman, F. (2014). Marketing y Sociedad. Soul Marketing. 45-54. Profit Editorial.
Guzman, F., Becker-Olsen, K. (2010). Strategic Corporate Social Responsibility: A Brand Building Tool. Innovative CSR. 196-219. Greenleaf Publishing.
Montaña, J., Guzmán, F., Moll, I. (2009). Branding and Design Management. Handbook on Brand and Experience Management. Edward Elgar.
Guzman, F. (2008). A Brand Building Literature Review. Brand Building New Dimensions. The ICFAI University Press.
Guzman, F., Valls, J. (2006). Criação e desenvolvimento da marca. Gestão integral de destinos turísticos sustentáveis. FGV Editora.
Guzman, F., Valls, J. (2004). Creación y Desarrollo de la Marca. Gestión de Destinos Turísticos Sostenibles. Gestion 2000.
Conference Proceeding
Guzman, F., Paswan, A. K., Fabrize, R. O. (2010). Crossing the Border: Changes in the Perception of Brand Image and Self Brand Image. International Colloquium of AM's Brand, Corporate Identity and Reputation SIG.
Guzman, F., Montaña, J. (2008). Corporate Social Responsibility in Global Branding. International Colloquium of AM's Brand, Corporate Identity and Reputation SIG.
Guzman, F., Davis, D., Crumbly, J. (2008). Strategic CSR and its Effect on Brand Equity. International Colloquium of AM's Brand, Corporate Identity and Reputation SIG.
Guzmán, F., Sierra, V. (2007). The Brand Image of Mexican Media Companies: A Cross-National Comparison. Academy of Marketing Conference.
Guzmán, F., Montaña, J., Sierra, V. (2007). Public-Private Collaborations: Public Services and Brand Values. 17, 202-203. AMA Conference.
Guzmán, F., Montaña, J., Sierra, V. (2006). Brand Building and Public-Private Collaborations. International Association for Business and Society Conference.
Guzmán, F., Sierra, V. (2006). Brand Image of Candidates for President of Mexico. International Colloquium of AM's Brand, Corporate Identity and Reputation SIG.
Guzmán, F., Montaña, J., Sierra, V. (2006). Reference Group Influence in the Consumption of Public Services. Marketing Management Association.
Guzmán, F., Montaña, J., Sierra, V. (2005). Brand Building by Associating to Public Services: A Reference Group Influence Model. 14, . International Colloquium of AM's Brand, Corporate Identity and Reputation SIG.
Guzmán, F., Montaña, J., Sierra, V. (2005). Public-Private Collaborations to Provide Public Services. 15, 67-68. AMA Conference.
Guzmán, F., Montaña, J., Sierra, V. (2005). Public-Private Collaborations to Provide Public Services. 36, 243. Compendio de resúmenes de artículos de revista.
Journal Article
Thapa, S., Guzman, F., Paswan, A. (2024). "We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?. Journal of Business Research. 172, 114425.
Guzman, F., Ahmad, F., Johnson, R. (2024). What drives business-to-business brands to be conscientious?. Journal of Product & Brand Management. 33(1), 138-161.
Ahmad, F., Guzman, F. (2024). Brand activism and the consequence of woke washing. Journal of Business Research. 170, 114362.
Muniz, F., Guzman, F. (2023). The impact of brand co-creation and CSR authenticity on brand equity. Journal of Product & Brand Management. 32(8), 1338-1354.
Nawaz, M., Guo, J., Guzman, F., Nawaz, S. (2023). Brand crowdfunding and prosumers’ co-creation in the era of gamification: Insights from two emerging markets. Journal of Product & Brand Management. 32(8), 1355-1373.
Nawaz, M., Nawaz, S., Guzman, F., Plotkina, D. (2023). The aftermath of Covid-19: The rise of pandemic animosity among consumers and its scale development. Journal of Business Research. No. 157, 113550.
Parris, D., Guzman, F. (2023). Evolving boundaries: Looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management. 32(2), 191-234.
Ahmad, F., Guzman, F. (2023). Perceived injustice and brand love: The effectiveness of sympathetic vs. empathetic responses to address consumer complaints of unjust specific service encounters. Journal of Product & Brand Management. 32(6), 849-862.
Dang, L. L., Bell, A., Guzman, F., Pereira, V., Del Giudice, M. (2022). The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market. International Marketing Review. 40(1), 127-154.
Ahmad, F., Guzman, F., Kidwell, B. (2022). Effective messaging strategies to increase brand love for sociopolitical activist brands. Journal of Business Research. 151, 609-622.
Thapa, S., Guzman, F., Paswan, A. K. (2022). How isolation leads to purchasing luxury brands: The moderating effects of COVID-19 anxiety and social capital. Journal of Product & Brand Management. 31(6), 984-1001.
Iyer, P., Davari, A., Guzman, F., Veloutsou, C. (2022). Determinants of Luxury Purchase Intentions in a Recessionary Environment. Journal of Marketing Management. 38(13-14), 1401-1432.
Le Dang, L., Weng, M., Guzman, F. (2021). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research. 141, 175-190.
Kennedy, E., Guzman, F., Ind, N. (2021). Motivating gender towards co-creation: A study on hedonic activities, social importance, and personal values. Journal of Brand Management. 29(1), 127-140.
Guzman, F., Veloutosu, C., Christodoulides, G. (2021). Charting research on international luxury marketing: Where are we now, and where should we go next?. International Marketing Review. 39(2), 371-394.
Ahmad, F., Guzman, F. (2021). Consumer skepticism about online reviews and their decision-making process: The role of review self-efficacy and regulatory focus. Journal of Consumer Marketing. 38(5), 587-600.
Ahmad, F., Guzman, F. (2021). Negative Online Reviews, Brand Equity, and Emotional Contagion. European Journal of Marketing. 55(11), 2825-2870.
Fetscherin, M., Veloutsou, C., Guzman, F. (2021). Guest Editorial: Models for Brand Relationships. Journal of Product & Brand Management. 30(3), 353-359.
Schmidt, H., Ind, N., Guzman, F., Kennedy, E. (2021). Sociopolitical activist brands. Journal of Product & Brand Management. 31(1), 40-55.
Muniz, F., Guzman, F. (2021). Overcoming the Conflicting Values of Luxury Branding and CSR by Leveraging Celebrity Endorsements. Journal of Brand Management. 28(1), 347-358.
Schivinski, B., Langara, D., Fernandes, T., Guzman, F. (2020). Social Media Brand Engagement in the Context of Collaborative Consumption: The Case of Airbnb. Journal of Brand Management. 27(6), 645-661.
Paswan, A. K., Guzman, F., Pei, Z. (2020). Innovation-Branding: Should all firms be Equally Ambidextrous?. Journal of Product & Brand Management. 30(5), 754-767.
Tran, T. P., Lin, C., Baalbaki, S., Guzman, F. (2020). How Personalized Advertising Affects Equity of Brands Advertised on Facebook: A Mediation Mechanism. Journal of Business Research. 120, 1-15.
Tran, T., Guzman, F., Paswan, A. K., Blankson, C. (2020). National versus Private Brand: A Regulatory Focus Perspective. Journal of Retailing and Consumer Services. 57, 102198.
Tran, T. P., Guzman, F., Paswan, A. K., Blankson, C. (2020). National versus private brand: A regulatory focus perspective. Journal of Retailing and Consumer Services. 57, 102198.
Kennedy, E., Guzman, F. (2020). No Matter what You Do, I Still Love You: An Examination of Consumer Reaction to Brand Transgressions. Journal of Product & Brand Management. 30(4), 594-608.
Ahmad, F., Guzman, F. (2020). Brand Equity, Online Reviews, and Message Trust: The Moderating Role of Persuasion Knowledge. Journal of Product & Brand Management. 30(4), 549-564.
Alvarado Karste, J., Guzman, F. (2020). The Effect of Brand Identity-Cognitive Style and Social Influence on Consumer-Based Brand Equity. Journal of Product & Brand Management. 29(7), 971-984.
Muniz, F., Guzman, F., Paswan, A. K., Crawford, H. (2019). The Immediate Effect of Corporate Social Responsibility on Consumer-Based Brand Equity. Journal of Product & Brand Management. 28(7), 864-879.
Guzman, F., Paswan, A. K., Kennedy, E. (2019). Consumer Brand Value Co-Creation Typology. Journal of Creating Value. 5(1), 40-52.
VanSteenburg, E., Guzman, F. (2019). An Examination of the Brand Image of the 2012 and 2016 U.S. Presidential Candidates. European Journal of Marketing.
Guzman, F., Paswan, A. K., Tripathy, N. (2019). Consumer centric antecedents to personal financial planning. Journal of Consumer Marketing.
Guzman, F., Paswan, A. K., Tripathy, N. (2019). Consumer centric antecedents to personal financial planning. Journal of Consumer Marketing. 36(6), 858=868.
Fetscherin, M., Guzman, F., Veloutsou, C., Roseira Cayolla, R. (2019). Latest Research on Brand Relationships: Introduction to the Special Issue. Journal of Product & Brand Management. 28(2), 133-139.
Cowan, K., Guzman, F. (2018). How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study. Journal of Business Research.
Naderi, I., Paswan, A. K., Guzman, F. (2018). Beyond the Shadow of a Doubt: The Effect of Consumer Knowledge on Restaurant Evaluation. Journal of Retailing and Consumer Sciences. 45, 221-229.
Guzman, F., Paswan, A. K., Kennedy, E. (2018). A Consumer Brand Co-Creation Typology. Journal of Creating Value. 5(1), .
Paswan, A. K., Guzman, F., Lewin, J. E. (2017). Attitudinal determinants of environmentally sustainable behavior. Journal of Consumer Marketing. No. 34(5), 414-426.
Iyer, P., Davari, A., Guzman, F. (2017). Determinants of Brand Resurrection Movements: Why Consumers Want Dead Brands Back. European Journal of Marketing. 51(11/12), 1896-1917.
Paswan, A. K., Guzman, F. (2017). Consumer value and time. Journal of Creating Value. 3(2), 157-161.
Guzman, F., Davis, D. F. (2017). The Impact of Strategic Corporate Social Responsibility on Brand Equity. Journal of Product & Brand Management. 26(5), 435-466.
Paswan, A. K., Guzman, F., Lewin, J. (2017). Attitudinal Determinants of Pro-Environmental Behavior. Journal of Consumer Marketing. 34(5), 414-426.
Kennedy, E., Guzman, F. (2017). When perceived ability to influence plays a role: brand co-creation in web 2.0. Journal of Product & Brand Management. 26(4), 342-350. http://www.emeraldinsight.com/doi/abs/10.1108/JPBM-04-2016-1137
Guzman, F., Paswan, A. K., Fabrize, R. O. (2017). Crossing the Border: Changes in the Perception of Self. Journal of Consumer Marketing. 34(4), 306-318.
Veloutsou, C., Guzman, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management. 26(1), 2-12.
Kennedy, E., Guzman, F. (2016). Co-Creation of Brand Identities: Consumer and Industry Influence and Motivations. Journal of Consumer Marketing. 33(5), 313-323.
Strutton, D. H., Guzman, F. (2016). Facilitating and Managing the Pursuit of Joint Creativity at the Manufacturer-Retailer Interface. Journal of Creating Value. 23(2), 160-175.
Baalbaki, S., Guzman, F. (2016). A Consumer Perceived Consumer Based Brand Equity Scale. Journal of Brand Management. 23(3), 229-251.
Nguyen, T., Guzman, F. (2015). Intellectual Capital through the Eyes of the Consumer. Journal of Product & Brand Management.
Nguyen, T., Charlene, D., Davari, A., Guzman, F. (2015). Intellectual Capital through the Eyes of the Consumer. Journal of Product & Brand Management. 24(6), 554-566.
Guzman, F. (2015). Teaching Marketing Segmentation: The Eight Step Process. International Journal of Higher Education Management. 1(2), 24-32.
Guzman, F., Paswan, A. K., Van Steenburg, E. (2015). Self Referencing and Political Candidate-Brands: A Congruency Perspective. Journal of Political Marketing. 24(1/2), 175-199.
Guzman, F., Veloutsou, C. (2014). Editorial. Journal of Product & Brand Management. 23(7), 477.
Guzman, F., Veloutsou, C. (2014). Editorial. Journal of Product & Brand Management. 23(4/5), 261.
Guzman, F., Veloutsou, C. (2014). Editorial. Journal of Product & Brand Management. 23(3), 161.
Guzman, F., Veloutsou, C. (2014). Editorial. Journal of Product & Brand Management. 23(2), 77.
Guzman, F., Roper, S., Vacas de Carvahlo, L. (2013). Guest Editorial: Branding and Sustainable Growth. Journal of Product & Brand Management. 22(7), 435-436.
Henderson, G. H., Guzman, F., Motley, C. M., Huff, L. (2013). The Ian's Pizza Tribe: Reconceptualizing Cross-Cultural Research in the Digital Age. Journal of Business Research. 66(3), 283-287.
Guzman, F., Iglesias, O. (2012). Guest Editorial: The Multi-Sensory and Multi-Experiential Brand Challenge. Journal of Product & Brand Management. 21(6), 389-390.
Spears, N. E., Blankson, C., Guzman, F. (2012). Hope and Fear in an Advertisement Context: Understanding How Hope Undoes Fear. Journal of Current Issues & Research in Advertising. 33(1), 79-93.
Paswan, A. K., Guzman, F., Blankson, C. (2012). Business to Business Governance Structure and Marketing Strategy. Industrial Marketing Management. 41(6), 908-918.
Guzman, F., Sierra, V. (2012). Public-Private Collaborations. European Journal of Marketing. 46(7/8), 994-1012.
Guzman, F., Sisniega, I. (2012). CIMA: A Marketing Revolution in Mexican Olympic Sports. International Journal of Sports Marketing & Sponsorship. 13(2), 144-155.
Paswan, A. K., Blankson, C., Guzman, F. (2011). Relationalism in Marketing Channels and Marketing Strategy. European Journal of Marketing. 45(3), 311-333.
Guzman, F., Sierra, V. (2009). A Political Candidate's Brand Image Scale: Are Political Candidates Brands?. Journal of Brand Management. 17(3), 207-217.
Montaña, J., Moll, I., Guzmán, F. (2009). Diseño estratégico en la construcción de marcas. Harvard Deusto Marketing & Ventas. (90), 32-38.
Guzman, F., Abimbola, T. (2009). Guest Editorial: The Power of Brands as Intangible Assets. Journal of Product & Brand Management. 18(5), 324-325.
Guzman, F., Paswan, A. K. (2009). Cultural Brands from Emerging Markets: Brand Image Across Host and Home Countries. Journal of International Marketing. 17(3), 71-86.
Guzmán, F., Becker-Olsen, K. L., Hill, R. P. (2008). Desarrollar un programa de RSC a la manera correcta. Harvard Business Review. 86(4), 42-49.
Montaña, J., Guzmán, F., Moll, I. (2007). Branding and Design Management: A Brand Design Management Model. Journal of Marketing Management. 23(9-10), 829-840.
Moll, I., Montaña, J., Guzmán, F., Sole, F. (2007). Market Orientation and Design Orientation: a Management Model. Journal of Marketing Management. 23(9-10), 861-876.
Guzmán, F., Montaña, J., Sierra, V. (2006). Brand Building by Associating to Public Services: A Reference Group Influence Model. Journal of Brand Management. 13(4-5), 352-362.
Guzmán, F., Montaña, J. (2006). Cómo construir marcas mediante la asociación con servicios públicos. Harvard Business Review. 84(4), 46-51.
Guzmán, F., Sierra, V. (2006). La imagen de marca de los candidatos a la presidencia de México. Revista Este País. (184), 50-53.
Guzmán, F. (2005). A Brand Building Literature Review. Journal of Brand Management. 2(3), 30-48.

Presentations Given

Oral Presentation

Guzman, F. (Author & Presenter), Malik, A. (Author), 19th Cross Cultural Research Conference, Tipping as a strategy to overcome language-based social exclusion, Panama City, Panama, Panama. (2023 – 2023).

Cowan, K. (Author & Presenter), Ketron, S. (Author), Guzman, F. (Author & Presenter), Kotsyk, A. (Author & Presenter), 16th Global Brand Conference, Low vs. High Excitement Brands in VR: The Roles of Experiential Interactions and Authenticity, AM's Brand Corporate Identity and Reputation SIG, Bergamo, Italy, Italy. (2023 – 2023).

Kalender, Y. (Author & Presenter), Guzman, F. (Author), 16th Global Brand Conference, Why people engage in the metaverse: building digital extended-self within the scope of brands, AM's Brand Corporate Identity and Reputation SIG, Bergamo, Italy, Italy. (2023 – 2023).

Guzman, F. (Author & Presenter), Ahmad, F. (Author), 15th Global Brand Conference, B2B Brand Conscientiousness, AM's Brand Corporate Identity and Reputation SIG, Sheffield, UK, United Kingdom. (2022 – 2022).

Ahmad, F. (Author), Guzman, F. (Author & Presenter), 15th Global Brand Conference, How should socio-political activist brand communicate?, AM's Brand Corporate Identity and Reputation SIG, Sheffield, UK, United Kingdom. (2022 – 2022).

Muniz, F. (Author), Guzman, F. (Author & Presenter), 18th Cross Cultural Research Conference, Omnicultural Branding, San Juan, Puerto Rico, United States of America. (2019 – 2019).

VanSteenburg, E. (Author & Presenter), Guzman, F. (Author & Presenter), AMS Annual Conference, Candidates as Experiential Brands in U.S. Presidential Elections, Academy of Marketing Science, Vancouver, Canada, Canada. (2019 – 2019).

Ahmad, F. (Author), Guzman, F. (Author & Presenter), 14th Global Brand Conference, Brand Power, Online Reviews and Message Trust: The Moderating Role of Persuasion Knowledge, AM's Brand Corporate Identity and Reputation SIG, Berlin, Germany, Germany. (2019 – 2019).

Muniz, F. (Author), Guzman, F. (Author & Presenter), 14th Global Brand Conference, Luxury Brands and Corporate Social Responsibility: Combining the Conflicting Values of Luxury and Social Causes, AM's Brand Corporate Identity and Reputation SIG, Berlin, Germany, Germany. (2019 – 2019).

Schmidt, H. (Author & Presenter), Guzman, F. (Author & Presenter), Ind, N. (Author & Presenter), 14th Global Brand Conference, Politically Conscious Brands: Insights into Consumer Attitudes and Managerial Perceptions, AM's Brand Corporate Identity and Reputation SIG, Berlin, Germany, Germany. (2019 – 2019).

Paper

Muniz, F. (Author & Presenter), Guzman, F. (Author), Paswan, A. K. (Author), AMA Winter Conference, The Dynamic Effect of Corporate Social Responsibility on Consumer-Based Brand Equity, Austin, TX, United States of America. (2019 – 2019).

Kennedy, E. (Author & Presenter), Guzman, F. (Author & Presenter), Brands and Brand Relationship Conference, Empowering Co-Creation: An Examination of the Factors Leading to Consumer Co-Creation of Brand, Boston, MA, United States of America. (2018 – 2018).

Guzman, F. (Author & Presenter), Kennedy, E. (Author), 13th Global Brand Conference, No Matter What you Do I Still Love You: An Examination of Consumer Reaction to Negative Brand Behavior, Newcastle, UK, United Kingdom. (2018 – 2018).

Guzman, F. (Author & Presenter), VanSteenburg, E. (Author), 13th Global Brand Conference, The Story of the 2012 and 2016 U.S. Presidential Elections: A Story of Brand Love and Brand Hate, Newcastle, UK, United Kingdom. (2018 – 2018).

Guzman, F. (Author), Muniz, F. (Author & Presenter), Cross Cultural Research Conference, Omincultural branding: An analysis of subcultures, Maui, Hawaii, United States of America. (2017 – 2017).

Guzman, F. (Author & Presenter), Kennedy, E. (Author), 12th Global Brand Conference, Motivate to Co-Create, Kalmar, Sweden, Sweden. (2017 – 2017).

Guzman, F. (Author & Presenter), Bennett, A. (Author), 12th Global Brand Conference, Branding of Social Movements, Academy of Marketing, Kalmar, Sweden, Sweden. (2017 – 2017).

Guzman, F. (Author), Alvarado Karste, J. (Author & Presenter), 12th Global Brand Conference, The effect of cognitive style and social influence on Customer-based brand equity, Academy of Marketing, Kalmar, Sweden, Sweden. (2017 – 2017).

Paswan, A. (Author), Guzman, F. (Author & Presenter), Kennedy, E. (Author & Presenter), 11th Global Brand Conference, Consumer Brand Value Co-Creation Typology, Hertfordshire, UK, United Kingdom. (2016 – 2016).

Kennedy, E. (Author & Presenter), Guzman, F. (Author & Presenter), 11th Global Brand Conference, Factors Leading to Consumer Co-creation of Brand, Hertfordshire, UK, United Kingdom. (2016 – 2016).

Kennedy, E. (Author & Presenter), Guzman, F. (Author & Presenter), 10th Global Brand Conference, Co-Creation of Brand Identities: Consumer and Industry Influence and Motivations, Turku, Finland, Finland. (2015 – 2015).

Poster

Schmidt, H. (Author), Guzman, F. (Author & Presenter), Ind, N. (Author), BBR Conference, Politically Conscious Brands: Insights into Consumer Attitudes and Managerial Perceptions, United States of America. (2019 – 2019).

Contracts, Grants and Sponsored Research

Grant - Research
Guzman, F., "RCoB Summer Research Grant," University of North Texas, $10000 Funded. (2022 – 2022).
Guzman, F., "RCOB Summer Research Grant," University of North Texas, $10000 Funded. (2020 – 2020).
Guzman, F., "COB Summer Research Grant," University of North Texas, $10000 Funded. (2018 – 2018).
Guzman, F., "UNT's Department of Marketing Internal Funding," University of North Texas, $1000 Funded. (2016 – 2016).
Guzman, F., "UNT's Office of Research and Economic Development Small Grant," University of North Texas, $1000 Funded. (2015 – 2015).
Guzman, F., "UNT's Department of Marketing Internal Funding," $1500 Funded. (2014 – 2014).
Guzman, F., "UNT's Department of Marketing Internal Funding," University of North Texas, $8000 Funded. (2012 – 2012).
Guzman, F., "UNT's Junior Faculty Summer Research Fellowship," $5000 Funded. (2008 – 2008).
Guzman, F., "UNT's Center for Spanish Language Media Center Research Grant," $2500 Funded. (2007 – 2007).
Guzman, F., "UNT's Junior Faculty Summer Research Fellowship," $5000 Funded. (2007 – 2007).
Guzman, F., "ITESM Internal Research Grant (Mexico)," $18000 Funded. (2006 – 2006).
Guzman, F., "ESADE Internal Research Grant (Spain)," $3000 Funded. (2004 – 2004).

Service

University Service

Chairperson, Search Committee Ryan Endowed Chair. (October 2022 – Present).

Member, Marketing Ph.D Committee. (2021 – Present).

Member, COB Master's Program Committee. (2018 – Present).

Member, UNT's Athletic Council. (September 2017 – Present).

Chairperson, Search Committee Assistant Professor Summer Hire. (April 15, 2022 – August 1, 2022).

Committee Member, Search Committee Assistant Professor. (October 2021 – January 2022).

Chairperson, Search Committee Assistant Professor. (November 2020 – March 2021).

Committee Member, Reappointment Committee for Dean Marilyn Wiley. (November 2019 – May 2020).

Member, Marketing Ph.D Committee. (2018 – 2019).

Member, Selection Committee for VP of URCM. (2018 – 2019).

Member, Social Committee. (2018 – 2019).

Member, Personal Affairs Committee. (2016 – 2019).

Faculty Advisor, UNT Sports Marketing Association. (2007 – 2019).

Member, Selection Committee for Director of Sports Management Program. (2018 – 2018).

Member, COB A-Level Journal Committee. (2017 – 2017).

Member, University Distinguished Teaching Professor Committee. (2015 – 2017).

Member, TEDx UNT Task Force. (2016).

Member, Selection Committee for VP of Advancement. (2015 – 2015).

Chairperson, Sustainability Council. (2012 – 2014).

Co-Chair, Vice Chair UNT's Faculty Senate. (2012 – 2014).

College of Business Professional Leadership Program (PLP). (2011 – 2014).

Cross Cultural Research Conference. (2013 – 2013).

PhD Committee. (2012 – 2013).

UNT's Space Assessment Committee. (2012 – 2013).

Academic Plan Committee. (2012 – 2012).

Personal Affairs Committee. (2012 – 2012).

Promotion and Tenure Committee. (2012 – 2012).

Reappointment Committee for Dean Finley Graves. (2012 – 2012).

Campus Climate Survey Committee. (2011 – 2012).

Cross Cultural Research Conference. (2011 – 2011).

University of North Texas Faculty Senate. (2011 – 2011).

UNT Sustainability Council. (2011 – 2011).

Committee Member, DML Scholarship (and Recognition) Committee. (September 1, 2010 – August 31, 2011).

American Marketing Association UNT Chapter. (2010 – 2010).

College of Business Professional Leadership Program (PLP). (2010 – 2010).

University of North Texas Faculty Senate. (2010 – 2010).

UNT Sports Marketing Association. (2010 – 2010).

UNT Sustainability Council. (2010 – 2010).

American Marketing Association UNT Chapter. (2009 – 2009).

College of Business Professional Leadership Program (PLP). (2009 – 2009).

Cross Cultural Research Conference. (2009 – 2009).

DML Ph.D. Committee. (2009 – 2009).

New Product Development Scholars Program. (2009 – 2009).

University of North Texas Faculty Senate. (2009 – 2009).

UNT Sports Marketing Association. (2009 – 2009).

UNT Sustainability Council. (2009 – 2009).

Committee Member, DML Scholarship Committee. (September 1, 2008 – August 31, 2009).

Committee Member, OPS. (September 1, 2008 – August 31, 2009).

American Marketing Association UNT Chapter. (2008 – 2008).

International Colloquium of AM's Brand, Corporate Identity and Reputation SIG. (2008 – 2008).

New Product Development Scholars Program. (2008 – 2008).

University of North Texas Faculty Senate. (2008 – 2008).

UNT Sports Marketing Association. (2008 – 2008).

UNT Sustainability Council. (2008 – 2008).

New Product Development Scholars Program. (2007 – 2007).

UNT Sports Marketing Association. (2007 – 2007).

Professional Service

Editorial Review Board Member, Journal of Product & Brand Management. (January 2023 – Present).

Chairperson, 19th Cross Cultural Research Conference, Panama City. (2021 – Present).

Editor, Associate Editor, Journal of Business Research. (2021 – Present).

Editorial Review Board Member, Journal of International Marketing. (September 2019 – Present).

Reviewer, Ad Hoc Reviewer, Journal of Consumer Marketing. (2015 – Present).

Reviewer, Ad Hoc Reviewer, Journal of Business Research. (2014 – Present).

Reviewer, Ad Hoc Reviewer, European Journal of Marketing. (2011 – Present).

Reviewer, Ad Hoc Reviewer, Journal of Brand Management. (2009 – Present).

Board of Advisors, 17th Global Brand Conference, Edinburgh. (2023 – 2024).

Board of Advisors, 16th Global Brand Conference, Bergamo. (2022 – 2023).

Track Organizer, AMS Conference Branding Track, New Orleans. (2022 – 2023).

Board of Advisors, 15th Global Brand Conference, Sheffield. (2020 – 2022).

Editor, Journal Editor, Journal of Product and Brand Management. (November 2013 – December 2022).

Board of Advisors, 14th Global Brand Conference, Berlin. (2019 – 2019).

Chairperson, 18th Cross Cultural Research Conference, San Juan, Puerto Rico. (2019 – 2019).

Board of Advisors, 13th Global Brand Conference, Newcastle. (2018 – 2018).

Reviewer, Ad Hoc Reviewer, Journal of Business and Industrial Marketing. (2013 – 2018).

Reviewer, Ad Hoc Reviewer, Journal of International Marketing. (2010 – 2018).

Board of Advisors, 12th Global Brand Conference, Kalmar. (2017 – 2017).

Chairperson, 17th Cross Cultural Research Conference, Maui, Hawaii. (2017 – 2017).

Board of Advisors, 11th Global Brand Conference, Bradford. (2016 – 2016).

Board of Advisors, 10th Global Brand Conference, Turku. (2015 – 2015).

Chairperson, 16th Cross Cultural Research Conference, Playa del Carmen. (2015 – 2015).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Hertfordshire, United Kingdom. (2014 – 2014).

Committee Member, 15th Cross Cultural Research Conference, Antigua. (2013 – 2013).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Porto, Portugal. (2013 – 2013).

Editor, Guest Editor, Journal of Business Research. (2010 – 2013).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Warwick, United Kingdom. (2012 – 2012).

Editor, Guest Editor, Journal of Product and Brand Management. (2012 – 2012).

Reviewer, Journal Article, Marketing and Public Policy Conference. (2012 – 2012).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Oxford, United Kingdom. (2011 – 2011).

Editorial Review Board Member, Journal of Brand Management. (2010 – 2011).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Barcelona, Spain. (2010 – 2010).

Reviewer, Conference Paper, Cross Cultural Research Conference. (2009 – 2009).

Reviewer, Conference Paper, International Association for Business and Society Conference. (2009 – 2009).

Committee Member, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Cambridge, United Kingdom. (2009 – 2009).

Editor, Guest Editor, Journal of Product and Brand Management. (2009 – 2009).

Reviewer, Ad Hoc Reviewer, Journal of Public Policy & Marketing. (2009 – 2009).

Reviewer, Ad Hoc Reviewer, Journal of the Academy of Marketing Science. (2009 – 2009).

Reviewer, Conference Paper, Society for Marketing Advances. (2009 – 2009).

Reviewer, Conference Paper, AMA Summer Educators Conference. (2008 – 2008).

Reviewer, Conference Paper, International Association for Business and Society Conference. (2008 – 2008).

Reviewer, Journal Article, Qualitative Market Research: An International Journal. (2008 – 2008).

Reviewer, Conference Paper, Cross Cultural Research Conference. (2007 – 2007).

Reviewer, Conference Paper, International Association for Business and Society Conference. (2007 – 2007).

Reviewer, Journal Article, Journal of Advertising. (2007 – 2007).

Consulting

Academic, LMNT (Electrolyte Drink), United States of America. (September 2023 – December 2023).

Academic, Noshi for Kids, United States of America. (September 2023 – December 2023).

Academic, Komodo Loco, Denton, TX, United States of America. (February 2023 – May 2023).

Academic, Yoga Project, Denton, TX, United States of America. (February 2023 – May 2023).

Academic, Boca 31 Fort Worth, Fort Worth, United States of America. (September 2022 – December 2022).

Academic, Patchouli Joe's, Denton, TX, United States of America. (September 2022 – December 2022).

Academic, Voltage Coffee, DFW, United States of America. (September 2022 – December 2022).

Academic, Oak Cliff Beverage Works, DFW, United States of America. (January 2022 – May 2022).

Academic, Osteria il Muro, Denton, TX., United States of America. (January 2022 – May 2022).

Academic, Denton Music and Arts Collaborative (DMAC), United States of America. (September 2021 – December 2021).

Academic, Dovetail Workwear, United States of America. (September 2021 – December 2021).

Academic, Summit Climbing Gym, United States of America. (January 2021 – May 2021).

Academic, West Oak Coffee Retail (Black & Orange), United States of America. (January 2021 – May 2021).

Academic, Frios Gourmet Pops, United States of America. (September 2020 – December 2020).

Academic, MiiR, United States of America. (September 2020 – December 2020).

Academic, Denton Barber Company, Denton, TX, United States of America. (January 2020 – May 2020).

Academic, Voltage Coffee, Denton, United States of America. (January 2020 – May 2020).

Academic, Frito Lay Baked Portfolio, Denton, United States of America. (September 2019 – December 2019).

Academic, The Ghost Note, Denton, United States of America. (September 2019 – December 2019).

Academic, Denton Great Arts Council, Denton Texas, United States of America. (September 2018 – December 2019).

Academic, Boz the Green Bear / Exclaim Entertainment, Denton, United States of America. (January 2019 – May 2019).

Academic, Denton Community Market, Denton, United States of America. (January 2019 – May 2019).

Academic, Oneday.com, United States of America. (September 2018 – December 2018).

Academic, UNT, Denton Texas, United States of America. (January 2018 – May 2018).

Academic, UpVentur, Denton Texas, United States of America. (January 2018 – May 2018).

Academic, Boca 31, Denton Texas, United States of America. (September 2017 – December 2017).

Academic, Lay's Potato Chips, Denton Texas, United States of America. (September 2017 – December 2017).

Academic, Point Bank, United States of America. (September 2017 – December 2017).

Academic, The Bearded Monk, Denton Texas, United States of America. (September 2017 – December 2017).

Academic, The Juicy Pig, Denton Texas, United States of America. (January 2017 – May 2017).

Academic, Pizza Snob, Denton Texas, United States of America. (January 2016 – May 2016).

Academic, Velo Republic, Denton Texas, United States of America. (August 2015 – December 2015).

Academic, JBG Organic, Denton Texas, United States of America. (January 2015 – May 2015).

Academic, Wandervan, Denton Texas, United States of America. (January 2015 – May 2015).

Academic, West Oak Coffee Bar, Denton Texas, United States of America. (August 2014 – December 2014).

Academic, Celtic Soccer Club, Denton Texas, United States of America. (January 2014 – May 2014).

Academic, UNT Foundation, Denton Texas, United States of America. (January 2014 – May 2014).

Other, Just Good, Washington District of Columbia. (2013).

Other, Multipack (Frito-Lay), Plano Texas. (2013).

Other, Rusty Taco, Denton Texas. (2013).

Other, Shannon Brewing Co., Keller Texas. (2013).

Other, Treehouse Bar and Grill, Denton Texas. (2013).

Other, Atmos Energy, Dallas Texas. (2012).

Other, Denton Bookish Coffee, Denton Texas. (2012).

Other, Fritos (Frito-Lay), Plano Texas. (2012).

Other, Loco Cafe 603, Denton Texas. (2012).

Other, Plustar, Dallas Texas. (2012).

Other, Cracker Jack (Frito-Lay), Plano Texas. (2011).

Other, Tek-Nek Toys. (2011).

Other, The Bicycle Path. (2011).

Other, The Dallas Academy Foundation, Dallas Texas. (2011).

Other, Ultibrush, Denton Texas. (2011).

Other, Chipotle Mexican Grill. (2010).

Other, Denton Country Club. (2010).

Other, Pita Pit. (2010).

Other, The Milestone. (2010).

Other, UNT's Office of Equity and Diversity. (2010).

Other, Atmos Energy. (2009).

Other, Franconia Brewery. (2009).

Other, Pizza Inn. (2009).

Other, Siam off the Square, Denton. (2009).

Other, Boz the Green Bear Next Door. (2008).

Other, Professional Leadership Program, College of Business, UNT. (2008).

Other, Racing Certificates. (2008).

Other, UNT - We Mean Green. (2008).

Other, Elite Health Technologies. (2007).

Awards and Honors

Leadership Fellow, University of North Texas. (September 2019 – May 2020).