TY  - JOUR
T1  - Building the Relationships of Brand Community in Higher Education:  A Strategic Framework for University Advancement
JF  - International Journal of Educational Advancement
Y1  - 2006
A1  - McAlexander,Jim
A1  - Koenig,Hal
A1  - Schouten ,John  W.
KW  - Marketing
AB  - Loyal 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.
VL  - 6
CP  - 2
U2  - a
U4  - 647567360
ID  - 647567360
ER  -