The IUP Journal of Marketing Management

Volume 25, Issue No.2, April-June 2026

ISSN :0972-6845

Impact Factor: 3.23; Acceptance rate: 20%; Turnaround time: 8-10 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.

Focus Areas

  • Marketing Strategy   |  
  • Marketing Research and Techniques   |  
  • Brand Management   |  
  • Advertising   |  
  • Consumer Behavior   |  
  • Emerging and Interdisciplinary Issues   |  

Current Issue

Volume 25, Issue No.2, April-June 2026
A Comparative SEM Analysis of Three Outcome Models for Retail Investor Satisfaction in Fintech-Enabled Stock Trading

Author: Narsis I and Bhuvaneswari N

Published Online: May, 2026

Keywords: adoption, User satisfaction, Mobile trading apps, Robo-advisors, AI-driven analytics, Structural equation modeling (SEM)

Digital Threads: How Social Media Marketing Weaves Customer Engagement in Fashion Brands

Author: Mohammad Furqan Khan, Faseeh Amin Beig, Anisa Jan and Sameer Jan Bhat

Published Online: May, 2026

Keywords: Marketing, Social media, Social media marketing, Customer brand engagement, Online marketing

Decoding Consumer Intention in the Secondhand Electronics Market: Moderating Role of Price Consciousness

Author: Humara Assadullah Dar, Anisa Jan and Mehvish Riyaz

Published Online: May, 2026

Keywords: Secondhand electronics, Word-of-mouth, Product knowledge

Modeling Celebrity Endorsement and Consumer Buying Behavior Using STARS

Author: Sujit Kumar Dubey, Gufran Ahmad and Pradeep Agrawal

Published Online: May, 2026

Keywords: Attractiveness, Celebrity endorsement, Celebrity – Product fit, Credibility, Trust

Examining the Role of Cognitive Dissonance in ‘Pink Tax’ Marketing

Author: Ayush Kumar and Stuti Mishra

Published Online: May, 2026

Keywords: Cognitive Dissonance, Pink Tax, Marketing

Archives


Volume 25, Issue 1,January-March 2026
Key Drivers of OTT Consumer Behavior: A Multidimensional Analysis

Author: Rashmi Gotecha and Nirav Mandavia

Published Online: February, 2026

Keywords: OTT consumer behavior, Subscription dynamics, Content preferences, Demographic influence, Platform loyalty

Impact of Social Media Marketing Tools on Online Purchase Intention of Rural Youth: A Gender-Based Multi-Group Analysis

Author: Vineesh A K

Published Online: February, 2026

Keywords: Social media, Social media marketing, Social media marketing tools, Attitude and online purchase intention

The Locavore Mindset: How Locavorism Shapes Consumers’ Intention to Purchase Local Food Products

Author: Loukham Cathrine and Robita Sorokhaibam

Published Online: February, 2026

Keywords: Community attachment, Environmental attitude, Health consciousness, Locavorism, Purchase intention

Examining the Impact of Brand Asset Valuator (BAV) Model on Brand Equity of Selected Indian Auto Brands

Author: Bhargav Jyoti Medhi and Rinalini Pathak Kakati

Published Online: February, 2026

Keywords: Brand equity, Brand asset valuator (BAV) model, Structural equation modeling (SEM), Mediating effect, Indian passenger car brands

Role of Cognitive Closet Interaction in the Relationship Between Product Attributes and Impulsive Buying Behavior: An S-O-R Perspective

Author: Jasmine V M

Published Online: February, 2026

Keywords: Product attribute, Intention to show impulsive buying behavior, Cognitive closet interaction, Wardrobe, Perception, Sustainability, S-O-R model