Building a university brand community: The long-term impact of shared experiences

Journal of Marketing for Higher Education

Volumn 14, Issue 2, 2005, Pages 61-79

  McAlexander, James H ^a   Koenig, Harold F ^a   Schouten, John W ^b  

^a OREGON STATE UNIVERSITY   (United States)

^b UNIVERSITY OF PORTLAND   (United States)

Author keywords

Brand community; Loyalty; Relationship marketing; Services marketing

Indexed keywords

EID: 67449142299     PISSN: 08841241     EISSN: 15407144     Source Type: Journal    
DOI: 10.1300/J050v14n02_04     Document Type: Article

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