The IUP Journal of Marketing Management

Volume 24,Issue 2, May 2025

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 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

Archives


Volume 24, Issue 1,February 2025
Development of a Customer Attitude Scale for Online Grocery Shopping: A Reliability and Validity Study

Author: Tamanna and Ankush Wadhwa

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.5-30

Keywords: Online grocery shopping, Cognitive, Affective, Behavior, Customer attitude, Scale development

Influence of Social Media Content on Consumer Behavior: A Study on Social Comparison, Materialism, and Impulse Buying

Author: Harish Kumar and Sandeep Kumar

Published Online: February, 2025

DOI: DOI: 10.71329/IUPJMM/2025.24.1.31-54

Keywords: Social media content, Social comparison, Materialism, Impulse buying behavior, Impulse buying habits

Customers’ Continuance Intention Toward AI-Driven Mobile Banking Apps

Author: Ravi Sankar Pasupuleti and Deepthi Thiyyagura

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.55-76

Keywords: Artificial intelligence, Mobile banking, Mobile banking applications, Anthropomorphism, Trust, Continuance intention

Student Satisfaction and Related Geodemographic Variations in Private Institutions: An Assessment Using CSAT

Author: P Venkateswarlu, Sanjeev Malaviya and Srikanth Pothuri

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.77-89

Keywords: Satisfaction, Customer satisfaction survey (CSAT), Composite customer satisfaction score, Detailed customer satisfaction score (DCSAT)

Influence of Website Social Presence and Trusting Beliefs on Consumers’ Purchase Intentions: A PLS-SEM Study

Author: Kaajal Sharma and Tejinderpal Singh

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.90-115

Keywords: Social commerce, Website social presence, Trusting beliefs, Purchase intention, Online, E-commerce

Constituents of Internal Marketing in HEIs in Kerala: An SEM Study

Author: Vipin Benny

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.116-139

Keywords: Internal marketing, Internal communication, Internal market research, Training and Development, Sociological factors

Marketing Strategies of Women Self-Help Groups in Rural India: An Exploratory Study

Author: Debadrita Dev and Annesha Saha

Published Online: February, 2025

DOI: 10.71329/IUPJMM/2025.24.1.140-162

Keywords: Marketing strategies, SHGs, Rural women, Performance, Principal component analysis