The IUP Journal of Brand Management

Volume 23, Issue 1, January- March 2026

ISSN : 0972-9097

Impact Factor: 1.93; Acceptance rate: 40%; Turnaround time: 6-8- months

A "peer-reviewed" journal included in EBSCO and ProQuest (Part of Clarivate) Database

It is a quarterly journal that focuses on Brand equity, Brand image, Brand extension, Brand growth, Brand alliances and mergers, Corporate brand cocreation and Integrated brand communication, Product branding vs. Service branding, Retail branding, Branding for non-profit organizations, Brand metrics and Brand analytics, Brand research methods and Management strategies, Brand valuation.

Current Issue

Volume 23, Issue 1, January- March 2026
Impact of Social Media Marketing Activities on Building Brand Resonance: A Quantitative Analysis of the FMCG Industry

Author: Silgy Joseph Thannippara, Jeny Maria John and Gimson D Parambil

Published Online: March, 2026

Keywords: Social media marketing activities (SMMAs), Brand resonance (BR), Brand experience (BE), FMCG industry, Mediation analysis, Customer loyalty

Green and Ethical Marketing: Understanding Consumer Skepticism of Sustainability Claims on Social Media

Author: Vani Aggarwal, Charu Punjani, Srishti Sinha, Mihika Seth4, Mayank Mohan, Nitya Srivastava and Anirban Bhuyan

Published Online: March, 2026

Keywords: Green marketing, Brand credibility, Green skepticism, Purchase intention, Consumer behavior

From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers

Author: M Krishnakumar, Rajish K Ravindran and Jaya Mathew

Published Online: March, 2026

Keywords: Brand salience, Brand resonance, Gen Z consumers, Luxury fashion goods, Purchase intention

Technology-Driven Innovation in Masstige Markets: Insights from Selected Cases

Author: Siddiqa Fatima

Published Online: March, 2026

Keywords: Technology, Innovation, Masstige Markets, masstige branding, audience

Archives


Volume 22, Issue 4, October-December 2025
Reducing Consumer Skepticism Toward Greenwashing: Role of AI-Driven Hyper-Personalization in Enhancing Brand Advocacy for Sustainable Brands

Author: Mehak Sanduja, Urmi Bansal, Soumyashree Bal, Manas Aseeja, Divyanshi Ahuja, Prashant Sahu and Vani Aggarwal

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.5-20

Keywords: Consumer skepticism (CS), Artificial intelligence-driven hyper-personalization (AI-HP), Brand advocacy (BA), Sustainable brands, Personalization-relevance theory, Attribution theory

Towards a Post-Identity Theory of Branding: Eight Foundational Axioms

Author: Babu George

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.21-34

Keywords: Brand theory, Behavioral branding, Memetic strategy, Predictive cognition, Category disruption, Brand protocols, Cultural contagion, Default choice dynamics, Post-identity branding

Expert Strategies for Fashioning Luxury Brand Experience in the Metaverse: A Qualitative Study

Author: Hemantha Y

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.35-55

Keywords: Metaverse, Luxury fashion, Artificial intelligence (AI), Immersive technology, Sustainability

Examining the Role of Brand Engagement in the Association Between Brand Evangelism and Masstige Marketing

Author: Vijil Vijayan, Anjela M Jossy and Riddhi Varma

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.56-74

Keywords: Masstige marketing, Brand engagement, Brand evangelism, Consumer advocacy, Branded cosmetics