01647nas a2200169   4500008004100000245008600041210006900127260000900196300001200205490000700217520106100224653001401285100002101299700001601320700002301336856011801359       2004                        eng d00aBuilding a University Brand Community: The Long-Term Impact of Shared Experiences0 aBuilding a University Brand Community The LongTerm Impact of Sha  c2004  a61 - 790 v143 aRelationship marketing has made its way into the practices of university administrations. With it have also arrived many problems associated with the aggressive use of CRM technologies. One particularly effective and healthy approach to relationship marketing in higher education is to treat the university, with all of its stakeholders, as a brand community, and to pursue policies and programs to strengthen the relationships that define the community. With this paper, we examine an important class of relationship often neglected in the CRM literature, i.e., the relationships among the customers who support the brand and who ultimately give it its meaning and vitality. Specifically, we explore how the nature of relationships among students affects their long-term loyalty to a university. The results of a telephone survey of university alumni demonstrate the importance of certain types of university experiences on student relationships and, thereafter, on loyalty to their alma mater and their intentions to support the university in the future.10aMarketing1 aMcAlexander, Jim1 aKoenig, Hal1 aSchouten, John, W.  u/biblio/building-university-brand-community-long-term-impact-shared-experiences-0