The IUP Journal of Brand Management

Volume 22, Issue 4, October-December 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 4, October-December 2025
Reducing Consumer Skepticism Toward Greenwashing: Role of AI-Driven Hyper-Personalization in Enhancing Brand Advocacy for Sustainable Brands

Author: Mehak Sanduja, Urmi Bansal, Soumyashree Bal, Manas Aseeja, Divyanshi Ahuja, Prashant Sahu and Vani Aggarwal

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.5-20

Keywords: Consumer skepticism (CS), Artificial intelligence-driven hyper-personalization (AI-HP), Brand advocacy (BA), Sustainable brands, Personalization-relevance theory, Attribution theory

Towards a Post-Identity Theory of Branding: Eight Foundational Axioms

Author: Babu George

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.21-34

Keywords: Brand theory, Behavioral branding, Memetic strategy, Predictive cognition, Category disruption, Brand protocols, Cultural contagion, Default choice dynamics, Post-identity branding

Expert Strategies for Fashioning Luxury Brand Experience in the Metaverse: A Qualitative Study

Author: Hemantha Y

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.35-55

Keywords: Metaverse, Luxury fashion, Artificial intelligence (AI), Immersive technology, Sustainability

Examining the Role of Brand Engagement in the Association Between Brand Evangelism and Masstige Marketing

Author: Vijil Vijayan, Anjela M Jossy and Riddhi Varma

Published Online: December, 2025

DOI: 10.71329/IUPJBRM/2025.22.4.56-74

Keywords: Masstige marketing, Brand engagement, Brand evangelism, Consumer advocacy, Branded cosmetics

Archives


Volume 22, Issue 3, July- September 2025
Leveraging Nostalgia Marketing for Enhancing Emotional Connection with Brands and Purchase Intention: A Cross-Sectional Study

Author: Jomon Jose M and Thasleena N

Published Online: September, 2025

DOI: 10.71329/IUPJBRM/2025.22.3.5-21

Keywords: Nostalgia marketing, Consumer behavior, Purchase intention, Emotional connection

Examining the Role of Brand Trust in the Association Between Brand Evangelism and Marketing 5.0

Author: Vijil Vijayan and Juby Thomas

Published Online: September, 2025

DOI: 10.71329/IUPJBRM/2025.22.3.22-37

Keywords: Marketing 5.0, Brand trust, Brand evangelism, Customer engagement, Customer loyalty

Brand Adoption and Brand Positioning of Smart Watches: A Multidimensional Approach

Author: J Lilly, M Jayanthi, J Nancy Sebastina, P Devi amd Blessy Florence Joseph

Published Online: September, 2025

DOI: 10.71329/IUPJBRM/2025.22.3.38-58

Keywords: Brand positioning, Brand adoption, Smart watch, Personality traits