Dr. Francisco Conejo is a Senior Marketing Instructor/Researcher at the University of Colorado - Denver. His research intersects branding, psychology, and entrepreneurship, having been published in outlets such as the Journal of Brand Management, Journal of Macromarketing, Services Marketing Quarterly, Journal of Digital and Social Media Marketing, Journal of Brand Strategy, Journal of Place Branding and Public Diplomacy, Entrepreneurship Research Journal, and the Journal of Sport and Tourism, among others. He has taught and presented on various topics at academic/professional conferences in North and Central America, Europe, and Australasia. Before academia, Dr. Conejo worked extensively in industry, marketing leading consumer goods and service brands across a variety of categories. He is an experienced ethnic marketer, having serviced the U.S. Hispanic and African-American consumer markets. He is also an accomplished international marketer, having helped take brands around the world. Dr. Conejo keeps current with industry by providing marketing consulting.
PhD Marketing Management - Branding Emphasis, University of Otago, New Zealand
MS International Business - Marketing Emphasis, University of Colorado - Denver, U.S.
MBA - Marketing Emphasis, University of Colorado - Denver, U.S.
BS Advertising - Marketing Emphasis, International University of the Americas, Costa Rica
Areas of expertise
Branding, Psychology, and Entrepreneurship
(Journal articles only, does not include conference proceedings, book chapters, reviews, case studies, and other)
Conejo, F.J. (2020 - Accepted) What is Brand Personality? A Historical and Prescriptive Account. Journal of Brand Strategy. Vol./No./p. TBD.
Conejo, F.J. & Cunningham, L.F. (2020 - Accepted) On Using Undergraduate Student Samples in Luxury Research. Journal of International Marketing Strategy. Vol./No./p. TBD.
Conejo, F.J., Cunningham, L.F. & Young, C.E. (2020) Towards a Luxury Service Value Taxonomy: Empirical Evidence and Future Directions. Services Marketing Quarterly, Vol. 41, No. 1, p. 1-21.
Conejo, F.J., Cunningham, L.F. & Young, C.E. (2020) Revisiting the Brand Luxury Index: New Empirical Evidence and Future Directions. Journal of Brand Management, Vol. 27, No. 1, p. 108-122.
Conejo, F.J. & Wooliscroft, B. (2020) Social Consequences of Nascent Markets: Emergence and Growth of Begging in 1859-1880 Denver. Journal of Macromarketing, Vol. 40, No. 2, p. 237-249.
Conejo, F.J., Young, C.E., Wooliscroft, B. & Parthasarathy, M. (2019) Addressing Construct Intensity in Entrepreneurship: Log-Transformed Guttman Scaling with Need for Achievement as Exemplar. Entrepreneurship Research Journal. Advance at https://doi.org/10.1515/erj-2018-0125.
Conejo, F.J. (2018) Better Stories for Social Media Branding. Journal of Digital & Social Media Marketing. Vol. 6, No. 3, p. 228-240.
Conejo, F.J. & Cunningham, L.F. (2018) Perspectives on Qualitative Luxury Brand Aspects. Journal of International Marketing Strategy. Vol. 6, No. 1, p. 33-47.
Most, F., Conejo, F.J. & Cunningham, L.F. (2018) Bridging Past and Present Entrepreneurial Marketing Research: A Co-Citation and Bibliographic Coupling Analysis. Journal of Research in Marketing and Entrepreneurship. Vol. 20, No. 2, p. 229-251.
Conejo, F.J. (2017) Improving Social Media Brand Personas Using Archetypes. Journal of Digital & Social Media Marketing. Vol. 5, No. 2, p. 189-202.
Conejo, F.J. & Cunningham, L.F. (2017) On Luxury Brand Dimensionality. Journal of International Marketing Strategy. Vol. 5, No. 1, p. 49-63.
Conejo, F.J., Wooliscroft, B. & Insch, A. (2017) Exploring Brand Personality Scale Development Using Rasch Modeling. Marketing Bulletin. Vol. 27, No. 1, p. 1-23.
Conejo, F.J. & Cunningham, L.F. (2016) Current Issues in Luxury Branding. Journal of International Marketing Strategy. Vol. 4, No. 1, p. 66-77.
Conejo, F.J., Parthasarathy, M. & Wooliscroft, B. (2015) On Using Big-Five Facets for Entrepreneurship’s Personality Research: Conscientiousness’ Taxonomy. Journal of International Marketing Strategy. Vol. 3, No. 1, p. 55-73.
Conejo, F.J. & Wooliscroft, B. (2015) The Times (and Brands) are a Changin’: A Response to Gaski’s Commentary. Journal of Macromarketing. Vol. 35, No. 3, p. 391-396.
Conejo, F.J. & Wooliscroft, B. (2015) Brands Defined as Semiotic Marketing Systems. Journal of Macromarketing. Vol. 35, No. 3, p. 287-301.
Conejo, F.J. (2013) Personificación de Marcas para Mejorar su Diseño, Manejo y Efectividad (Personifying Brands to Improve their Design, Management and Effectiveness). INCAE Business Review. Vol. 2, No. 7, p. 50-56.
Conejo, F.J. (2011) Re-Conceptualizando la Marca (Re-Conceptualizing the Brand). INCAE Business Review. Vol. 2, No. 3, p. 72-77.
Florek, M., Breitbarth, T. & Conejo, F.J. (2008) Mega Event = Mega Impact? Traveling Fans' Experience and Perceptions of the 2006 FIFA World Cup Host Nation. Journal of Sport & Tourism (Special Issue: Fans and Spectators as Sport Tourists). Vol. 13, No. 3, p. 199-219.
Florek, M. & Conejo, F.J. (2007) Export Flagships in Branding Small Developing Countries: The Cases of Costa Rica and Moldova. Place Branding and Public Diplomacy. Vol. 3, No. 1, p. 53-72.
Conejo, F.J., Khoo, C., Tanakinjal, G.H. & Yang, L. (2007) Neuromarketing: Will it Revolutionize Business? International Journal of Business and Management. Vol. 2, No. 6, p. 72-76.
(Do not include various research/teaching grants)
2019 University of Colorado - Denver/School of Business Outstanding Faculty Award for Teaching.
2019 University of Colorado - Denver TIAA/Chancellor’s Urban Engaged Scholar Award.
2018 Annual Macromarketing Conference, Leipzig, Germany: George Fisk Best Paper Award.