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Contextual influences: building brand community in large and small colleges

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  • J. Harry McAlexander
  • Harold F. Koenig

Abstract

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 and institution. This paper presents the results of a national survey that examines the potential impact that institutional size may have on the relationships of an alumni brand community. This paper also explores the implications of the size of the educational institution on relevant and desired marketing outcomes that include the willingness to recommend the university to friends and family and a desire to purchase licensed apparel.

Suggested Citation

  • J. Harry McAlexander & Harold F. Koenig, 2010. "Contextual influences: building brand community in large and small colleges," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 69-84, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:69-84
    DOI: 10.1080/08841241003788086
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    References listed on IDEAS

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    1. James H. McAlexander & Harold F. Koenig & John W. Schouten, 2004. "Building a University Brand Community: The Long-Term Impact of Shared Experiences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 14(2), pages 61-79, April.
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    Citations

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    Cited by:

    1. Yasine A. Qandile & Natalia Oganesyants, 2014. "Positioning for International Market Segments in Higher Education: Evidence from Saudi Arabia," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 6(2), pages 61-69.
    2. Anne Sorensen & Judy Drennan, 2017. "Understanding value-creating practices in social media-based brand communities," The Service Industries Journal, Taylor & Francis Journals, vol. 37(15-16), pages 986-1007, December.
    3. Pedeliento, Giuseppe & Andreini, Daniela & Veloutsou, Cleopatra, 2020. "Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities," Journal of Business Research, Elsevier, vol. 119(C), pages 481-494.
    4. Yuan Liu & Tingjie Ma, 2022. "University trademarks: strategies of top Chinese universities," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-18, December.
    5. Katarzyna Dziewanowska, 2016. "Experience in Brand Communities: The Case of Higher Education Institutions (Doswiadczenia we wspolnotach wokol marki w szkolnictwie wyzszym)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(58), pages 45-60.
    6. Habibi, Mohammad Reza & Laroche, Michel & Richard, Marie-Odile, 2014. "Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities," International Journal of Information Management, Elsevier, vol. 34(2), pages 123-132.
    7. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.

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