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Determinants for the commitment relationship maintenance between the alumni and the alma mater

Author

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  • Ilda Maria Pedro
  • Luis Nobre Pereira
  • Hélder Brito Carrasqueira

Abstract

This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present ‘image of education’, ‘image of communication’ and ‘satisfaction with social and academic environment’ as determinants of the commitment relationship, which provide important clues for the marketers’ decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters.

Suggested Citation

  • Ilda Maria Pedro & Luis Nobre Pereira & Hélder Brito Carrasqueira, 2018. "Determinants for the commitment relationship maintenance between the alumni and the alma mater," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(1), pages 128-152, January.
    • Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:128-152
    DOI: 10.1080/08841241.2017.1314402
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    Cited by:

    1. Ilda Maria Pedro & Júlio Costa Mendes & Luis Nobre Pereira & Bernardete Dias Sequeira, 2020. "Alumni’s perceptions about commitment towards their university: drivers and consequences," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 469-491, December.
    2. Päivikki Kuoppakangas & Kati Suomi & Paul Clark & Chris Chapleo & Jari Stenvall, 2020. "Dilemmas in Re-branding a University—“Maybe People Just Don’t Like Change”: Linking Meaningfulness and Mutuality into the Reconciliation," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 92-105, May.
    3. Bao, Jingyuan & Durango-Cohen, Elizabeth J. & Levontin, Liat & Durango-Cohen, Pablo L., 2022. "Analysis of factors influencing recurring donations in a university setting: A compound poisson mixture regression model," Journal of Business Research, Elsevier, vol. 151(C), pages 489-503.
    4. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    5. Laila Kundzina & Baiba Rivza & Liva Grinevica & Peteris Rivza, 2023. "General Fundraising Trends among University Patrons and Entrepreneurs to Promote the Sustainability of Universities," Sustainability, MDPI, vol. 15(14), pages 1-24, July.

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