A Circular Framework from Branding to Recruitment in Perspective of Higher Education Type of the submission: Full/Regular Research Paper Symposium acronyms is: CSCI-ISED

This paper aims to enhance alumni loyalty as time passes with the help of technologies and also to propose a model regarding how branding links to university recruitment through the mediating role of alumni loyalty. The proposed model added a new stage called situational assessment by separating the single student loyalty into current student loyalty and alumni loyalty to enhance alumni loyalty as time passes with the help of effective loyalty programs, leading to new student recruitment and university reputation via positive Word-Of-Mouth, and included positive academic experience and quality digital technologies to solve the problem of difficulty in measuring service quality as they play a significant effect on alumni loyalty as time passes in terms of new student recruitment and university reputation.