Bio
Dr. Guzman’s research focuses on branding toward social values and branding and sustainability; particularly on public-private collaborations, sponsorships, corporate social responsibility, green marketing, and strategic corporate brand building. His research has appeared in a range of journals such as the Journal of International Marketing, European Journal of Marketing, Industrial Marketing Management, Journal of Marketing Management, Journal of Brand Management, Journal of Political Marketing, and Harvard Business Review América Latina, among others. Francisco has guest-edited special issues of the Journal of Business Research on cross-cultural research and the Journal of Product and Brand Management on brands as intangible assets.
Education
Ph.D., Management Sciences, Universitat Ramon Llull-ESADE, 2005
D.E.A., Business Management, Universitat Ramon Llull-ESADE, 2003
M.A., Marketing Management, Escuela Superior de Administración y Dirección de Empresas, 2002
M.A., Public Policy, Instituto Tecnológico Autónomo de México, 1998
B.A., Economics, Instituto Tecnológico Autónomo de México, 1996
Courses
MKTG 5150: Marketing Management
MKTG 3881: Personal Professional Development
MKTG 4330: Strategic Brand Management
Articles
Guzman, F., & David, D. (2012). The impact of strategic corporate social responsibility on brand equity. Journal of Brand Management.
Paswan, A., Guzman, F., & Blankson, C. (2011). Supply chain governance and marketing strategy. Industrial Marketing Management.
Guzman, F., & Sierra, S. (2011). Public-private collaborations. European Journal of Marketing.
More Articles
Guzman, F., & Sisniega, I. (2011). CIMA: A marketing revolution in Mexican Olympic sports. International Journal of Sport Marketing & Sponsorship.
Guzman, F., Paswan, A., & Steenburg, E. V. (2011). Self-referencing and political candidate-brands: A congruency perspective. Journal of Political Marketing.
Paswan, A., Blankson, C., & Guzman, F. (2011). Relationalism in marketing channels and marketing strategy. European Journal of Marketing.
Guzman, F., & Sierra, V. (2009). A political candidate's brand image scale: Are political candidates brands? Journal of Brand Management.
Guzman, F., & Paswan, A. (2009). Cultural brands from emerging markets: Brand image across host and home countries. Journal of International Marketing.
Montaña, J., Moll, I., & Guzman, F. (2009). Diseño estratégico en la construcción de marcas. Harvard Deusto Marketing & Ventas.
Guzman, F., Becker-Olsen, K., & Hill, R. (2008). Desarrollar un programa de RSC a la manera correcta. Harvard Business Review America Latina.
Books
Guzman, F., & Becker-Olsen, K. (2010). Strategic corporate social responsibility: A brand building tool. In C. Louche, S. Idowu & W. Filho (Eds.), Innovative Corporate Social Responsibility: From Risk Management to Value Creation. Greenleaf Publishing.
Montana, J., Guzman, F., & Moll, I. (2009). Branding and design management. In B. Schmitt & D. Rogers (Eds.), Handbook on Brand and Experience Management (pp. 88-98). Cheltenham, UK: Elgar Publishing.
Guzman, F. (2008). A brand building literature review. In A. Balakrishna (Ed.), Brand Building: New Dimensions (pp. 87-116). ICFAI Books.
More Books
Guzman, F., & Valls, J. F. (2006). Criação e desenvolvimento da marca. In Gestão integral de destinos turísticos sustentáveis (pp. 163-189). Rio de Janeiro: FGV Editora.
Guzman, F., & Valls, J. F. (2004). Creación y desarrollo de la marca. In Gestión integral de destinos turísticos sostenibles (pp. 179-208). Barcelona: Gestión 2000.
Posters/Presentations
Guzman, F. (2010). Crossing the border: Changes in the perception of brand image and self-brand image. Presented at the International Colloquium of AM's brand - Corporate Identity and Reputation SIG, Barcelona, Spain.
Guzman, F. (2009). Corporate social responsibility in global branding. Presented at the Cross Cultural Research Conference, Puerto Vallarta, Mexico.
Guzman, F. (2008, September 12-13). Corporate social responsibility in global branding. Presented at the 4th Annual International Colloquium on Brand, corporate Identity & Reputation, Atlanta, GA.
More Presentations
Guzman, F. (2008, September 12-13). Strategic CSR and its Effect on Brand Equity. Presented at the 4th Annual International Colloquium on Brand, corporate Identity & Reputation, Atlanta, GA.
Guzman, F. (2007, December 12-15). A cross-national study of the brand image of Mexican media. Presented at the Cross-Cultural Research Conference, Honolulu, HI.
Guzman, F. (2007, September 12-13). The brand image of Mexican media companies: A cross-national comparison. Presented at the 3rd Annual Colloquium of the AM’s brand, Corporate Identity and Reputation SIG, West London, UK.
Guzman, F. (2007, May 31- June 2). Public-private collaborations: Public services and brand values. Presented at the 2007 AMA’s Marketing and Public Policy Conference, Washington D.C.
Guzman, F. (2006, September 7-8). Brand image of candidates for president of Mexico. Presented at the 2nd Annual Colloquium of the AM’s brand, Corporate Identity and Reputation SIG, Manchester, UK.
Guzman, F. (2006, March 23-26). Brand building and public-private collaborations. Presented at the 2006 IABS Annual Conference, Mérida, Mexico.
Guzman, F. (2006, March 15-17). Reference group influence in the consumption of public services. Presented at the 2006 Marketing Management Association Conference, Chicago, IL.