%0 Journal Article
%J International Journal of Educational Advancement
%D 2006
%T Building the Relationships of Brand Community in Higher Education:  A Strategic Framework for University Advancement
%A McAlexander,Jim
%A Koenig,Hal
%A Schouten ,John  W.
%K Marketing
%X 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.
%B International Journal of Educational Advancement
%V 6
%P 107-118
%8 2006
%G eng
%N 2
%2 a
%4 647567360
%$ 647567360

%0 Journal Article
%J Journal of Marketing for Higher Education
%D 2004
%T Building a University Brand Community: The Long-Term Impact of Shared Experiences
%A McAlexander,Jim
%A Koenig,Hal
%A Schouten ,John  W.
%K Marketing
%X Relationship 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.
%B Journal of Marketing for Higher Education
%V 14
%P 61 - 79
%8 2004
%G eng
%N 2
%2 a
%4 648523776
%$ 648523776

%0 Generic
%D 1996
%T Material Possessions and the Divorce Experience
%A McAlexander,Jim
%A Schouten ,John  W.
%K Marketing
%B International Network on Personal Relationships
%8 1996
%G eng
%2 c
%4 648624128
%$ 648624128

%0 Generic
%D 1991
%T Services and the Consumer Experience: Reevaluating Positioning Strategies
%A McAlexander,Jim
%A Schouten ,John  W.
%K Marketing
%B DECA Western Regional Conference
%C Portland, OR
%8 1991
%G eng
%2 c
%4 648632320
%$ 648632320