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Academic Interests: 

His research focuses on branding towards 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.