Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance

In branding literature, the customer-based brand equity (CBBE) model developed by Kevin Lane Keller finds many applications. The CBBE model involves six brand building blocks out of which brand resonance is the most valuable. This research applies the CBBE model to higher education specifically to business schools to understand factors influencing brand resonance among alumni (as past customers). The empirical evidence indicated that behavioral loyalty and sense of community create feelings of gratitude which impacts brand resonance among alumni. Marketing communication to alumni should be personalized to foster sense of community creating strong emotional bonds leading to reciprocal relationships.