| Factors behind the adoption of green banking by Bangladeshi commercial banks. F Ahmad, NM Zayed, MA Harun ASA University Review 7 (2), 2013 | 113 | 2013 |
| Effective messaging strategies to increase brand love for sociopolitical activist brands F Ahmad, F Guzmán, B Kidwell Journal of Business Research 151, 609-622, 2022 | 65 | 2022 |
| Brand equity, online reviews, and message trust: the moderating role of persuasion knowledge F Ahmad, F Guzmán Journal of Product & Brand Management, 2021 | 51 | 2021 |
| Brand activism and the consequence of woke washing F Ahmad, F Guzmán, M Al-Emran Journal of Business Research 170, 114362, 2024 | 39 | 2024 |
| Negative online reviews, brand equity and emotional contagion F Ahmad, F Guzmán European Journal of Marketing 55 (11), 2825-2870, 2021 | 34 | 2021 |
| Consumer skepticism about online reviews and their decision-making process: The role of review self-efficacy and regulatory focus F Ahmad, F Guzmán Journal of Consumer Marketing 38 (5), 587-600, 2021 | 31 | 2021 |
| Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters F Ahmad, F Guzmán Journal of Product & Brand Management 32 (6), 849-862, 2023 | 13 | 2023 |
| What drives business-to-business brands to be conscientious? F Guzmán, F Ahmad, RW Johnson Journal of Product & Brand Management 33 (1), 138-161, 2023 | 2 | 2023 |
| Socio-politically silent brands: A double edged sword AZ Malik, F Ahmad, F Guzmán Journal of Business Research 187, 115046, 2025 | | 2025 |
| Investigating the effects of political correctness in social marketing messaging F Guzmán, D Alvarado-Karste, F Ahmad, D Strutton, EL Kennedy European Journal of Marketing 58 (11), 2473-2507, 2024 | | 2024 |
| Source-oriented asymmetric information sharing in B2B negotiations: Two sides of time pressure F Ahmad Industrial Marketing Management 117, 114-130, 2024 | | 2024 |
| Effect of perceived injustice on consumers' love for a brand F Ahmad, F Guzmán 2020 AMA Summer Academic Conference 31, 776-778, 0 | | |
| Brand cause proximity and brand credibility: Why does brand cause proximity affect brand credibility? F Ahmad 2021 AMA Winter Academic Conference 32, 484-487, 0 | | |
Francisco GuzmanProfessor of Marketing, University of North TexasDirección de correo verificada de unt.edu