Francisco Guzmán

University of North Texas — United States

Business, Management and Accounting · Social Sciences

37h-index4.5kcitations222works4.42yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(55), Digital Marketing and Social Media(40), Natural Language Processing Techniques(27), Topic Modeling(25), Health and Lifestyle Studies(19)

Publications222 total

How consumer-brand interactions differ in the metaverse versus physical, social media, and Web environments
Journal of Product & Brand Management·2025
Past, present and future of conscientious brands
Journal of Brand Management·2025Open Access
“Fight for me and I will be with you”: How product deciphering app digital activism influences user loyalty
Information & Management·2025
The cost of contradiction: exploring consumer negative responses to activist brands’ moral transgressions
Journal of Business Research·2025· 3 cited
CFD Evaluation of Soot Formation in a Gas Turbine Combustor Using a Flamelet Progress Variable Approach
2025
Selective brand activism: when brands lend sociopolitical issues inconsistent support
Journal of Product & Brand Management·2025· 6 cited
Politicians as brands in parliamentary vs. presidential systems: A cross-national comparison
International Journal of Market Research·2025· 4 cited
Particulate Emission and Optical Measurements in n-Heptane Low-Swirl Non-Premixed Flames at Elevated Pressures
2025
Effect of Aromaticity on Soot Formation: A Reactive Molecular Dynamics Study
2025
Forest Product Measurement Systems in the World—Measurement of Wood and Fuelwood Products Measurement Systems around the World a Social, Economic, Environmental and Cultural Approach
Journal of Environmental Protection·2025Open Access
Technology-enabled engagement process of brand virtual-try-on services
Journal of Product & Brand Management·2024· 5 cited
What Drives Consumers to Engage in Immersive Technologies? A Consumer Metaverse Engagement Motivation Model
Psychology and Marketing·2024· 14 citedOpen Access
Socio-politically silent brands: A double edged sword
Journal of Business Research·2024· 10 cited
Investigating the effects of political correctness in social marketing messaging
European Journal of Marketing·2024
Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes
Journal of Product & Brand Management·2024· 35 citedOpen Access
The tip of the tongue: Language‐based chronic social exclusion and tipping as a refocusing strategy
Psychology and Marketing·2024· 2 cited
Formation of soot clusters from hydrocarbons under pyrolysis conditions
2024Open Access
Contrails Measurement and Testing Capabilities in NASA’s Particulate Aerosol Laboratory
2024· 1 cited
What drives business-to-business brands to be conscientious?
Journal of Product & Brand Management·2023· 11 cited
We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?
Journal of Business Research·2023· 15 cited
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Frequent Co-authors

Audhesh K. Paswan(10), Vishrav Chaudhary(5), Eric Kennedy(5), Cleopatra Veloutsou(4), Fayez Ahmad(4), Guillaume Wenzek(2), Marie-Anne Lachaux(2), Alexis Conneau(2), Armand Joulin(2), Édouard Grave(2), Sally Baalbaki(2), Holger Schwenk(2), Shuo Sun(2), Marc Fetscherin(2), Lê Đăng Lăng(2), Karen L. Becker-Olsen(2), Teresa Fernandes(2), Trang P. Tran(2), Eric Van Steenburg(2), Jordi Montaña(2)