Francisco Guzman

Previous Scheduled Teaching

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

• Nawaz, Z., Guo, J., Guzman, F., Nawaz, S. (2024). Technology-enabled engagement process of virtual-try-on services. Journal of Product & Brand Management.
• Kalender, Y., Guzman, F. (2024). What drives consumers to engage in immersive technologies? A consumer metaverse engagement motivation model. Psychology & Marketing.
• 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.

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).