The IUP Journal of Brand Management

Volume 22, Issue 2, April-June 2025

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 22, Issue 2, April-June 2025
The Paradox of Proximity: Why Faculty Rate Institutional Brands Higher Than Students in Indian Higher Education

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

Relationship Between Brand Equity and Consumers’ Purchase Intention on E-Commerce Platforms: A Mediated Approach

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)

How Consumer Brand Experience Drives Engagement on Instagram: Application of Uses and Gratification Theory

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)

Influencer Authenticity and Consumer Trust: An In-Depth Analysis of Social Media Marketing

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

When Advertisements Reference Themselves: The Flaws in Swiggy Instamart’s Strategy of Self-Referential Nostalgia

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

Archives


Volume 22, Issue 1, March 2025
Mapping Luxury Fashion Brands in China: An Exploratory Stud

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

Impact of Social Media Marketing on Consumers’ Purchase Intention Through Brand Awareness and Brand Engagement

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)

Brand Loyalty, Customer Loyalty and Role of Brand Custodian: A Review

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

Nike’s Metaverse Foray: Exploiting a Revenue Opportunity or Riding a Fad?

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

Rainbow Washing or Real Allyship? Navigating Consumer Trust and Brand Loyalty

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