Marketing the Memories: A Conceptual Framework for Building Enduring Alumni Relations through Advertising, Promotions, and Events

Abstract

This conceptual paper investigates the effect of advertising, sales promotions, and event experiences on alumni relations in a Malaysian higher education context, with reference to the University of Malaya. Using Keller's (1993) Customer-Based Brand Equity (CBBE) model, it is argued that advertising creates awareness and identity, while sales promotions and event experiences promote affective and behavioural engagement and relations, which are the basis of alumni loyalty. Previous research indicates that event experience and sales promotions produce stronger relational results compared to traditional advertising. The proposed conceptual framework thus sees alumni relations as based on relational and experiential strategies instead of mass communication. This paper argues that this research offers a theoretical extension by situating the CBBE model in a non-Western higher education context, and a practical extension by providing guidance for universities to maintain alumni commitments through interactive, value-based engagement. The framework conceptually positions, as the researchers suggest, is likely to enhance institutional reputation, engagement, and longer-term alumni devotion as well as loyalty.