Does brand identification transform alumni into university advocates?

Amber L. Stephenson, David B. Yerger
  • International Review on Public and Nonprofit Marketing, June 2014, Springer Science + Business Media
  • DOI: 10.1007/s12208-014-0119-y

Brand identification and university advocates

What is it about?

Using a web-based instrument, we surveyed alumni of a mid-sized state-run university in the mid-Atlantic region of the United States to see if identification affected promotional behaviors like word-of-mouth support, harboring a competitive attitude towards out groups, and seeking contact with the university website and social media avenues.

Why is it important?

The study highlighted that brand identification and interpretation of the university bran positively influenced alumni supportive behaviors. This research offers support for the importance and value of brand management in higher education.

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