ERIC Number: EJ902525
Record Type: Journal
Publication Date: 2006-Feb
Abstractor: As Provided
Reference Count: 0
Building Relationships of Brand Community in Higher Education: A Strategic Framework for University Advancement
McAlexander, James H.; Koenig, Harold F.; Schouten, John W.
International Journal of Educational Advancement, v6 n2 p107-118 Feb 2006
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.
Descriptors: Financial Support, Motivation, Organizational Theories, Behavior Theories, Community, Institutional Advancement, Educational Finance, Economics, Fund Raising, Donors, Higher Education, Marketing, Program Effectiveness, Consumer Economics, Alumni
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A