CORVALLIS, Ore. – A national survey of large and small colleges and universities aimed at identifying brand connection and affinity among alumni shows that while size may matter, large public universities can compete on the same playing field as a small, private college.
A new paper by Jim McAlexander and Hal Koenig, both marketing professors in Oregon State University's College of Business, explores brand community in different settings in higher education. The research is in a future issue of the Journal of Marketing for Higher Education.