The IUP Journal of Marketing Management

Volume 25, Issue 1,January-March 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 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

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

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

Archives


Volume 24, Issue 4, October-December 2025
The Trust Paradox: Role of Deepfakes in Shaping Consumer Behavior and Decision Biases

Author: Md Saifullah Khalid

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.5-38

Keywords: Trust, Deepfakes, Consumer behavior, Decision biases, Perceptions of authenticity, Risk perception, Media literacy

Brewing Success: Leveraging Digital Marketing for Revenue Growth in the Indian Coffee Industry

Author: Sreereshma S R, A S Dileep and V S Santhosh

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.39-64

Keywords: Digital marketing, Revenue growth, Perceived usefulness, Customer engagement, Market participation, Digital literacy, Socioeconomic status

User Generated E-Content Adoption in Hospitality Services: Influence of Source Credibility and Perceived Risk on Perceived Usefulness

Author: Kusam Ahir and Sanjeev Kumar Sharma

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.3.65-82

Keywords: User generated e-content, Source credibility, Perceived risk, Adoption of information, Hospitality industry

Shaping Khadi Fashion Perceptions: Traditional vs. Digital Media Marketing

Author: Garima Singh, Sanjay Mohan Johri and Vidya Rakesh

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.83-104

Keywords: Khadi fashion, Marketing communication, Consumer preference, Media platforms

CRM 2.0 Strategies of Indian Telecom Companies: An Overview

Author: Rupali Lamba and Saloni Pawan Diwan

Published Online: November, 2025

DOI: 10.71329/IUPJMM/2025.24.4.105-122

Keywords: CRM, CRM 2.0, Customer engagement, Co-creation, Telecom, Social media, Social CRM