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Dr. Francisco Guzman

Professor

University of North Texas

Department of Marketing

(940) 369-7966

Email: francisco.guzman@unt.edu

Education

  • PhD, Universitat Ramon Llull - ESADE, 2005
    Major: Management Sciences
    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. Burgundy School of Business. (2014 - Present).
  • Visiting Professor, EGADE Business School (Monterrey Tech). EGADE Business School (Monterrey Tech). (2006 - Present).
  • Visiting Professor, ESADE Business School. ESADE Business School. (2005 - Present).
  • Assistant Professor, EGADE Business School (Monterrey Tech). EGADE Business School (Monterrey Tech). (2005 - 2006).
  • Junior Lecturer and Research Assistant, ESADE Business School. ESADE Business School. (2002 - 2005).
  • Research Assistant, Institute of Public Management (IDGP), ESADE. Institute of Public Management (IDGP), ESADE. (2001 - 2001).

    • Professional

  • Commercial Manager, Air-Go Technologies. Air-Go Technologies. (2000 - 2001).
  • Marketing Director, CONADE Mexican National Sports Comission. CONADE Mexican National Sports Comission. (1998 - 2000).
  • Assistant for Research and Opinion Polls, Reforma Newspaper. Reforma Newspaper. (1996 - 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, 62 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, 7 courses.
  • MKTG 6910 - Special Problems, 2 courses.
  • MKTG 6940 - Individual Research, 9 courses.
  • MKTG 6950 - Doctoral Dissertation, 15 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 participants. (June 2016).
  • Certification, City of Denton, 14 participants. (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).
  • University Distinguished Teaching Professor, University of North Texas. (September 2014).
  • Leadership Fellow, University of North Texas. (September 2019).
  • Beta Gamma Sigma Professor of the Year, UNT Beta Gamma Sigma. (April 2014).
  • Nominated for Minnie Stevens Piper UNT's Nominee, University of North Texas.
  • Honors Professor, University of North Texas.

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

  • Malik, A., Ahmad, F., Guzman, F. (2024). Socio-politically silent brands: A double edge sword. Journal of Business Research.
  • Guzman, F., Strutton, H.D., Kennedy, E., Ahmad, F., Alvarado-Karste, D. (2024). The Effect of Political Correctness in Social Marketing Messages. European Journal of Marketing.
  • Bowers, J., Parris, D., Wang, Q., McRae, D., Guzman, F., Bolino, M.C. (2024). The New Rules of Marketing Across Channels. Harvard Business Review.
  • Fernandes, T., Guzman, F., Mota, M. (2024). Purpose is the new branding: Understanding conscientious purpose-driven marketing and its impact on brand outcomes. Journal of Product & Brand Management. 33 (6) 761-782.
  • Guzman, F., Malik, A., Vo, K. (2024). The tip of the tongue: Language-based chronic social exclusion and tipping as a refocusing strategy. Psychology & Marketing. 41 (9) 2136-2151.
  • 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

  • Guzman, F., The Current State of Use of CSR as a Marketing Tool in Latin America, Cross Cultural Research Conference, Antigua, Guatemala, (2013).
  • Baalbaki, S., Guzman, F., Cross Cultural Quotient, Cross Cultural Research Conference, Kona, Hawaii, (2011).
  • Guzman, F., Paswan, A.K., Fabrize, R.O., 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, Barcelona, Spain, (2010).
  • Guzman, F., Corporate Social Responsibility in Global Branding, Cross Cultural Research Conference, Puerto Vallarta, Mexico, (2009).
  • Guzman, F., Montaña, J., Corporate Social Responsibility in Global Branding, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Atlanta, Georgia, (2008).
  • Guzman, F., Davis, D., Crumbly, J., Strategic CSR and its Effect on Brand Equity, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Atlanta, Georgia, (2008).
  • Guzmán, F., Paswan, A.K., Sierra, V., A Cross-National Study of the Brand Image of Mexican Media, Cross Cultural Research Conference, Honolulu, Hawaii, (2007).
  • Guzmán, F., Sierra, V., The Brand Image of Mexican Media Companies: A Cross-National Comparison, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, London, United Kingdom, (2007).
  • Guzmán, F., Montaña, J., Sierra, V., Public-Private Collaborations: Public Services and Brand Values, AMA Conference, D.C, Washington, (2007).
  • Guzmán, F., Sierra, V., Brand Image of Candidates for President of Mexico, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Manchester, Great Britain, (2006).
  • Guzmán, F., Montaña, J., Sierra, V., Brand Building and Public-Private Collaborations, International Association for Business and Society Conference, Merida, Mexico, (2006).
  • Guzmán, F., Montaña, J., Sierra, V., Reference Group Influence in the Consumption of Public Services, Marketing Management Association, Chicago, Illinois, (2006).
  • Guzmán, F., Montaña, J., Sierra, V., Public-Private Collaborations to Provide Public Services, Congreso de Investigación y Desarrollo del Tecnológico de Monterrey, Monterrey, Mexico, (2006).
  • Guzmán, F., Montaña, J., Sierra, V., Reference Group Influence: A Cross-Cultural Comparison of Public Services, Cross Cultural Research Conference, San Juan, Puerto Rico, (2005).
  • Guzmán, F., Brand Building Towards Social Values: Associating to Public Goods, INFORMS Marketing Science Conference, Atlanta, Georgia, (2005).
  • Guzmán, F., Montaña, J., Sierra, V., Public-Private Collaborations to Provide Public Services, AMA Conference, D.C., District of Columbia, (2005).
  • Guzmán, F., Brand Building Towards Social Values: Associating to Public Goods, European Marketing Academy, Milan, Italy, (2005).
  • Guzmán, F., Montaña, J., Sierra, V., Brand Building by Associating to Public Services: A Reference Group Influence Model, International Colloquium of AM's Brand, Corporate Identity and Reputation SIG, Birmingham, Great Britain, (2005).

    • 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, 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).