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Direct linkMcAlexander, James H.; Koenig, Harold F.; DuFault, Beth – Journal of Marketing for Higher Education, 2014
This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using…
Descriptors: Higher Education, Student Recruitment, Alumni, Private Financial Support
McAlexander, J. Harry; Koenig, Harold F. – Journal of Marketing for Higher Education, 2010
This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand…
Descriptors: Higher Education, Group Unity, Student College Relationship, College Environment
McAlexander, James H.; Koenig, Harold F.; Schouten, John W. – International Journal of Educational Advancement, 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,…
Descriptors: Financial Support, Motivation, Organizational Theories, Behavior Theories
