The IUP Journal of Brand Management

Volume 23, Issue 3, July-September 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 3, July-September 2026
Celebrity Endorsement and Brand-Driven Consumer Buying Behavior: A Systematic Literature Review

Author: Dhanraj Gaddameedhi, Ramesh Kumar Miryala, and Ravi Aluvala

Published Online: September, 2026

Keywords: Celebrity endorsement, Consumer buying behavior, Purchase intention, Source credibility, Social media influencer, Matchup hypothesis

Reimagining Destination Branding: Sustainability, AI, Experience, and Inclusivity in Tourism

Author: Sabari Shankar Ravichandran

Published Online: September, 2026

Keywords: Destination branding, Smart tourism ecosystems, Regenerative tourism, Experiential tourism, Inclusive tourism

From Perceived Value to Loyalty: An Empirical Investigation of Viewer Behavior on OTT Entertainment Platforms

Author: Brijesh Awasthi, Masuma Mehta and Sanjeev Kumar Mathur

Published Online: September, 2026

Keywords: Over-the-top (OTT) platform, Viewers’ perceived value (PV), Viewers’ satisfaction (S), Viewers’ trust (T), Viewers’ loyalty (L)

Archives


Volume 23, Issue 2, April-June 2026
Brand Experience as a Primary Driver of Brand Equity: An Empirical Exploration

Author: Faseeh Amin Beig and Fayaz Ahmad Nika

Published Online: June, 2026

Keywords: Experiential marketing, Services, Brand experience, Brand equity, Online shopping

Consumer Perceptions of Cultural Sensitivity in Indian Meme Marketing: Insights from University Students

Author: Somanuj Dey and Nilanjana Chakrabarty

Published Online: June, 2026

Keywords: Meme marketing, Cultural sensitivity, Consumer perception, Indian youth, Social media advertising

Role of Brand Promotions, Collectivistic Culture, and Status Influence in the Food Consumption Behavior of College Students

Author: Samridhi Hemant Thukral

Published Online: June, 2026

Keywords: Promotions, Food consumption behavior, Collectivistic culture, Status influence, College students