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.  uhttps://business.oregonstate.edu/biblio/building-relationships-brand-community-higher-education-strategic-framework-university-001647nas 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.  uhttps://business.oregonstate.edu/biblio/building-university-brand-community-long-term-impact-shared-experiences-0