The IUP Journal of Brand Management

Volume 23, Issue 2, April-June 2026

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 23, Issue 2, April-June 2026
Brand Experience as a Primary Driver of Brand Equity: An Empirical Exploration

Author: Faseeh Amin Beig and Fayaz Ahmad Nika

Published Online: June, 2026

Keywords: Experiential marketing, Services, Brand experience, Brand equity, Online shopping

Consumer Perceptions of Cultural Sensitivity in Indian Meme Marketing: Insights from University Students

Author: Somanuj Dey and Nilanjana Chakrabarty

Published Online: June, 2026

Keywords: Meme marketing, Cultural sensitivity, Consumer perception, Indian youth, Social media advertising

Role of Brand Promotions, Collectivistic Culture, and Status Influence in the Food Consumption Behavior of College Students

Author: Samridhi Hemant Thukral

Published Online: June, 2026

Keywords: Promotions, Food consumption behavior, Collectivistic culture, Status influence, College students

Archives


Volume 23, Issue 1, January- March 2026
Impact of Social Media Marketing Activities on Building Brand Resonance: A Quantitative Analysis of the FMCG Industry

Author: Silgy Joseph Thannippara, Jeny Maria John and Gimson D Parambil

Published Online: March, 2026

Keywords: Social media marketing activities (SMMAs), Brand resonance (BR), Brand experience (BE), FMCG industry, Mediation analysis, Customer loyalty

Green and Ethical Marketing: Understanding Consumer Skepticism of Sustainability Claims on Social Media

Author: Vani Aggarwal, Charu Punjani, Srishti Sinha, Mihika Seth4, Mayank Mohan, Nitya Srivastava and Anirban Bhuyan

Published Online: March, 2026

Keywords: Green marketing, Brand credibility, Green skepticism, Purchase intention, Consumer behavior

From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers

Author: M Krishnakumar, Rajish K Ravindran and Jaya Mathew

Published Online: March, 2026

Keywords: Brand salience, Brand resonance, Gen Z consumers, Luxury fashion goods, Purchase intention

Technology-Driven Innovation in Masstige Markets: Insights from Selected Cases

Author: Siddiqa Fatima

Published Online: March, 2026

Keywords: Technology, Innovation, Masstige Markets, masstige branding, audience