01367nas a2200169   4500008004100000245012100041210006900162260000900231300001200240490000600252520073200258653001400990100002101004700001601025700002301041856013301064       2006                        eng d00aBuilding the Relationships of Brand Community in Higher Education:  A Strategic Framework for University Advancement0 aBuilding the Relationships of Brand Community in Higher Educatio  c2006  a107-1180 v63 aLoyal alumni are a mainstay of financial support for many universities. This empirical study of university alumni situates the emerging theory of brand community within the world of university development and advancement. The study measures key relationships that one would expect to find in a healthy university brand community. Most importantly, this research demonstrates the powerful contribution that understanding and managing brand community can make to those interested in the advancement of higher education. We find that integration within a university brand community explains important loyalty-related behaviors such as future donations to the university and the purchase and display of university logo merchandise.10aMarketing1 aMcAlexander, Jim1 aKoenig, Hal1 aSchouten, John, W.  u/biblio/building-relationships-brand-community-higher-education-strategic-framework-university-0