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Brand activism and the consequence of woke washing
Ahmad, Fayez; Guzman, Francisco; Al-Emran, Md - In: Journal of business research : JBR 170 (2024), pp. 1-16
Persistent link: https://www.econbiz.de/10014535980
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Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez; Guzman, Francisco; Kidwell, Blair - In: Journal of business research : JBR 151 (2022), pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
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Perceived injustice and brand love : the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
Ahmad, Fayez; Guzman, Francisco - In: The journal of product & brand management 32 (2023) 6, pp. 849-862
Persistent link: https://www.econbiz.de/10014315453
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What drives business-to-business brands to be conscientious?
Guzman, Francisco; Ahmad, Fayez; Johnson, Ross W. - In: The journal of product & brand management 33 (2024) 1, pp. 138-161
Persistent link: https://www.econbiz.de/10014485725
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A Latin American view of CSR and marketing
Guzman, Francisco - In: Handbook of research on marketing and corporate social …, (pp. 252-266). 2016
Persistent link: https://www.econbiz.de/10011438543