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F

Francisco Guzmán

University of North Texas System

37H-index
221Paper Count
4.4KCitation Count
Published Papers 63
Publication Date
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Past, present and future of conscientious brands
errJOURNAL OF BRAND MANAGEMENT
IF4.1
err2025-11-01
err1
PREAI
errIglesias, Oriol; Ind, Nicholas; Tjandra, Nathalia C.; Feri, Alessandro; Guzman, Francisco; Lee, Zoe
errShare
errSave
“Fight for me and I will be with you”: How product deciphering app digital activism influences user loyalty
errInformation & Management
IF8.2
err2025-08-28
err0
PREAI
errRichard Huaman-Ramirez; Aranzazu Gaztelumendi; Zeeshan A. Bhatti; Francisco Guzman; Jean Pfiffelmann
errShare
errSave
Selective brand activism: when brands lend sociopolitical issues inconsistent support
errJournal of Product & Brand Management
IF5.7
err2025-08-22
err0
PREAI
errAaminah Zaman Malik; Fayez Ahmad; Francisco Guzmán
errShare
errSave
The cost of contradiction: exploring consumer negative responses to activist brands’ moral transgressions
errJournal of Business Research
IF9.8
err2025-08-14
err0
PREAI
errRiaj Mahmud; Francisco Guzmán
errShare
errSave
Technology-enabled engagement process of brand virtual-try-on services
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2024-12-06
err0
PREAI
errNawaz, Muhammad Zahid; Guzman, Francisco; Nawaz, Shahid
errShare
errSave
What Drives Consumers to Engage in Immersive Technologies? A Consumer Metaverse Engagement Motivation Model
errPSYCHOLOGY & MARKETING
IF9.1
err2024-11-22
err0
errOAAI
errKalender, Yunus; Guzman, Francisco
errShare
errSave
Investigating the effects of political correctness in social marketing messaging
errEUROPEAN JOURNAL OF MARKETING
IF5.1
err2024-10-18
err0
PREAI
errGuzman, Francisco; Alvarado-Karste, Diego; Ahmad, Fayez; Strutton, David; Kennedy, Eric L.
errShare
errSave
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2024-06-17
err5
PREAI
errFernandes, Teresa; Guzman, Francisco; Mota, Mafalda
errShare
errSave
The tip of the tongue: Language-based chronic social exclusion and tipping as a refocusing strategy
errPSYCHOLOGY & MARKETING
IF9.1
err2024-05-21
err1
PREAI
errMalik, Aaminah Zaman; Guzman, Francisco; Vo, Khue (Kylie)
errShare
errSave
Brand activism and the consequence of woke washing
errJOURNAL OF BUSINESS RESEARCH
IF9.8
err2024-01-01
err16
PREAI
errAhmad, Fayez; Guzman, Francisco; Al-Emran, Md
errShare
errSave
What drives business-to-business brands to be conscientious?
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2023-12-25
err2
PREAI
errGuzman, Francisco; Ahmad, Fayez; Johnson, Ross W.
errShare
errSave
The impact of brand value co-creation on perceived CSR authenticity and brand equity
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2023-09-14
err10
PREAI
errMuniz, Fernanda; Guzman, Francisco
errShare
errSave
Brand crowdfunding using followers boosted through gamification affordances: insights from two emerging markets
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2023-09-13
err4
PREAI
errNawaz, Muhammad Zahid; Nawaz, Shahid; Guzman, Francisco
errShare
errSave
Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2023-01-12
err6
PREAI
errAhmad, Fayez; Guzman, Francisco
errShare
errSave
Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2022-09-16
err67
PREAI
errParris, Denise Linda; Guzman, Francisco
errShare
errSave
How isolation leads to purchasing luxury brands: the moderating effects of COVID-19 anxiety and social capital
errJOURNAL OF PRODUCT AND BRAND MANAGEMENT
IF5.7
err2022-03-03
err15
PREAI
errThapa, Sajani; Guzman, Francisco; Paswan, Audhesh K.
errShare
errSave
How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products
errJOURNAL OF BUSINESS RESEARCH
IF9.8
err2022-03-01
err48
PREAI
errLe Dang Lang; Lim, Weng Marc; Guzman, Francisco
errShare
errSave
The determinants of personal luxury purchase intentions in a recessionary environment
errhospitality marketing management
IF3
err2022-02-14
err5
errOAAI
errDavari, Arezoo; Iyer, Pramod; Guzman, Francisco; Veloutsou, Cleopatra
errShare
errSave
Motivating gender toward co-creation: a study on hedonic activities, social importance, and personal values
errJOURNAL OF BRAND MANAGEMENT
IF4.1
err2021-10-30
err13
PREAI
errKennedy, Eric; Guzman, Francisco; Ind, Nicholas
errShare
errSave
Negative online reviews, brand equity and emotional contagion
errEUROPEAN JOURNAL OF MARKETING
IF5.1
err2021-06-22
err19
PREAI
errAhmad, Fayez; Guzman, Francisco
errShare
errSave

Research Directions

No research directions
Co-authors
Cooperation Journals
W
Weng Marc Lim
H-index: 75 · Papers: 408
L
Lucia Specia
H-index: 49 · Papers: 380
L
Luiz Moutinho
H-index: 48 · Papers: 569
D
David Strutton
H-index: 44 · Papers: 234
A
Audhesh K. Paswan
H-index: 41 · Papers: 146
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