Francisco Guzmán
University of North Texas
AdvertisingCorporate brandingVariety (cybernetics)Corporate social responsibilitySociologyBusinessBrand awarenessPsychologyMarketingPolitical scienceMarketing managementPerspective (graphical)Brand equityValue (ethics)OriginalityBrand loyaltyCo-creationPublic relationsBrand managementPolitics
56Publications
16H-index
779Citations
Publications 58
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#1Audhesh K. PaswanH-Index: 31
#2Francisco GuzmánH-Index: 16
Last. Zhi PeiH-Index: 10
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1 CitationsSource
This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively.,Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the fi...
4 CitationsSource
This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when consumers become aware that brands are trying to persuade them to write a review.,Through three experimental studies, where participants were randomly assigned to a brand that has either a stronger or weaker brand equity, ...
3 CitationsSource
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#1Holger J. SchmidtH-Index: 5
#2Nicholas IndH-Index: 18
Last. Eric KennedyH-Index: 4
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1 CitationsSource
In response to consumer demands for brands to be more socially responsible, luxury brands have been engaging and promoting their corporate social responsibility (CSR) initiatives to build brand equity. However, the past literature suggests that lack of compatibility between values related to luxury and CSR could lead to negative reactions from consumers. This research investigates how luxury brands can overcome the challenge of communicating their CSR initiatives by leveraging celebrity endorser...
1 CitationsSource
#1Trang P. Tran (ECU: East Carolina University)H-Index: 5
#2Chien-Wei Lin (State University of New York at Oneonta)H-Index: 2
Last. Francisco Guzmán (UNT: University of North Texas)H-Index: 16
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Abstract This research proposes and tests a conceptual model to address how perceived personalization of a brand’s ad seen on Facebook enhances consumer perception about the brand and subsequent favorable behaviors. Results from two studies indicate that perceived personalization is an antecedent factor of stronger brand equity. Specifically, this research reveals that perceived personalization positively influences consumer brand identification (CBI) and self–brand connection, which in turn enh...
4 CitationsSource