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.
Author: Sudhakar Rao K and Sreeramulu D
Published Online: June, 2025
DOI: 10.71329/IUPJBRM/2025.22.2.5-39
Keywords: Higher education branding, Stakeholder perception, Faculty-Student gap, Organizational identification, Indian universities
Author: Kiran Mishra
Published Online: June, 2025
DOI: 10.71329/IUPJBRM/2025.22.2.40-61
Keywords: Brand association (BAS), Brand awareness (BA), Brand loyalty (BL), Brand equity (BEQ), Consumers’ purchase intention (CPI), Consumer satisfaction (CS), Perceived quality (PQ)
Author: R Ananyaa and Shobana T
Published Online: June, 2025
DOI: 10.71329/IUPJBRM/2025.22.2.62-80
Keywords: Uses and gratification theory (UGT), Social media platforms, Instagram, Customer engagement behavior (CEB), Customer brand experience(CBE)
Author: Vikas Kumar and Chetna
Published Online: June, 2025
DOI: 10.71329/IUPJBRM/2025.22.2.81-101
Keywords: Influencer authenticity, Consumer trust, Social media marketing, Quantitative research, Consumer behavior, Digital marketing
Author: Anisha and Perveen
Published Online: June, 2025
DOI: 10.71329/IUPJBRM/2025.22.2.102-115
Keywords: Self-referential advertising, Nostalgia, Swiggy Instamart, Frame of reference
Author: Dong Shen and Joseph Richards
Published Online: March, 2025
DOI: 10.71329/IUPJBRM/2025.22.1.5-44
Keywords: Luxury fashion brands, Chinese consumers, Brand position mapping, Exploratory study
Author: Anupam Karmakar and Kiran Mishra
Published Online: March, 2025
DOI: 10.71329/IUPJBRM/2025.22.1.45-61
Keywords: Purchase intention (PI), Mediation effect, Brand awareness (BA), Brand engagement (BE), Structural equation modeling (SEM)
Author: Nimal C N, Manju M Mathew and Bindhu Ann Thomas
Published Online: March, 2025
DOI: 10.71329/IUPJBRM/2025.22.1.62-72
Keywords: Brand loyalty, Brand custodian, Customer loyalty
Author: Koti Vinod Babu and V Namratha Prasad
Published Online: March, 2025
DOI: 10.71329/IUPJBRM/2025.22.1.73-90
Keywords: Metaverse, Metaverse marketing, New revenue streams, Targeting strategy, Virtual commerce, Immersive experiences, Digital marketing, Brand engagement, Community building, Virtual sports events, Consumer behavior, Brand loyalty, Innovation, Digital transformation, Technology integration
Author: Sabari Shankar Ravichandran
Published Online: March, 2025
DOI: 10.71329/IUPJBRM/2025.22.1.91-99
Keywords: Rainbow Washing, Brand Authenticity, Consumer Perception, LGBTQ+ Marketing