The IUP Journal of Marketing Management

Volume 24, Issue 3, July-September

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 24, Issue 3, July-September
Ethical and Moral Issues of Influencer Marketing Affecting Influencer Avoidance: A PLS-SEM Study

Author: Mansi Phogat and Tarannum Mohan

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.5-37

Keywords: Influencer marketing, Ethical issues, Moral issues, Trustworthiness, Influencer avoidance

Influence of Online Product Recommendations on ZMOT and Digital Purchase Decisions

Author: Shiraz Parveen P and K Ramya

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.38-57

Keywords: Online product recommendation, Zero moment of truth, SEM analysis, Credibility, Purchase decision

Behavioral Intention Towards Online Insurance Adoption: A UTAUT-Based Analysis

Author: Rekha Handa and Randeep Kaur

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.58-79

Keywords: Behavior intention, UTAUT, Online insurance, Structured equation modeling

Does Hybrid Shopping Reduce Post-Purchase Cognitive Dissonance? Empirical Evidence from University Students

Author: Deepjyoti Choudhury, H Ramananda Singh, Tanmoy Acharjee, Dipankar Das and Amarjyoti Sharma

Published Online: August, 2025

DOI: 10.71329/IUPJMM/2025.24.3.80-108

Keywords: Hybrid shopping, Cognitive dissonance, Purchase satisfaction, Online shopping, Offline shopping

Archives


Volume 24,Issue 2, May 2025
Role of Social Commerce Constructs, Social Support, and Trust in Purchase Intention of Online Customers

Author: Sruthy Krishna V G and Aravind J

Published Online: May, 2025

DOI: 10.71329/IUPJMM/2025.24.2.5-22

Keywords: Social Commerce Constructs, Social Support, Trust, Purchase Intention, Customers

Role of Tech-Based CRM in Enhancing Customer Retention Through Loyalty: A Study on the Hotel Industry in Kashmir

Author: Abdullah Ali and Fayaz Ahmad Nika

Published Online: May, 2025

DOI: 10.71329/IUPJMM/2025.24.2.23-49

Keywords: Customer relationship management, Customer loyalty, Customer retention, Technologybased CRM, Joint problem-solving, Customer engagement

Impact of Green Brand Equity on Consumer Attitude, Preference, and Loyalty: Evidence from the Hair Care Market of Assam

Author: Smritishikha Choudhury and Dipti Sitola

Published Online: May, 2025

DOI: 10.71329/IUPJMM/2025.24.2.50-78

Keywords: Customer based green brand equity, FMCG, Green brand preference, Consumer attitude, Green brand loyalty

Influence of Components of Brand Equity on Purchase Intention in Assam’s Home Appliance Market

Author: Bidisha Baruah, Shimti Kharmawphlang and N M Panda

Published Online: May, 2025

DOI: 10.71329/IUPJMM/2025.24.2.79-101

Keywords: Assam, Branding, Brand equity, Home appliances, Purchase intention

Impact of Branding on Higher Education Institutions: A Systematic Literature Review

Author: Sudhakar Rao K and Sreeramulu D

Published Online: May, 2025

DOI: 10.71329/IUPJMM/2025.24.2.102-117

Keywords: Higher education branding, Institutional reputation, Brand identity, Digital marketing in education, Social media engagement, Brand equity, Student enrollment decisions, Stakeholder perceptions, Experiential branding, Internal branding strategies