Alumni studies in the United Kingdom

Brennan, John; Williams, Ruth; Woodley, Alan

doi:10.1002/ir.150

Cited by 5 publications

(1 citation statement)

References 2 publications

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“…Examples from other countries show the important role that alumni can play in this development and the consequent competitiveness gain in the HE market. Institutions in the USA and the UK have long held a solid alumni-alma mater relationship (Belfield & Beney, 2000;Brennan, Williams & Woodley, 2005;Clotfelter, 2003;Elliott & Healy, 2001), making them examples to be followed by other countries with a weaker or non-existent alumni culture, such as Portugal. Financial constraints have imposed new solutions as government policies towards the tertiary sector recommend new alternatives for funding (Alves & Raposo, 2007).…”

Section: Introductionmentioning

confidence: 99%

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

Pedro

Pereira

Carrasqueira

2017

Journal of Marketing for Higher Education

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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 2,544 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.

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