Understanding Alumni-Alma mater commitment relationships upstream and downstream

Ilda Maria Pedro, Júlio da Costa Mendes and Luís Nobre Pereira

Journal of Marketing for Higher Education, 2021, vol. 31, issue 2, 175-196

Abstract: This study collects reliable information about the commitment relationship (CR) between alumni and higher education institutions (HEIs) to increase the existing knowledge in terms of both theoretical and practical issues. Based on the literature review and findings from a previous qualitative research a theoretical model for a sample of 2008 alumni was tested through structural equation modeling. HEIs’ commitment, cognitive commitment, and affective commitment are drivers of CR, whereas the desire to share experiences, provide help, and participate in alumni meetings are the CR’s indicators. Findings offer insights to guide communication policies, focusing on overall quality, the key role of students in co-creation, strategies to involve students in campus life, the solicitation actions, and the advantages alumni can gain from their engagement. A contribution to the literature is also given because it reinforces the importance of strengthening aspects related to alumni-alma mater CR in contexts with a weak alumni culture.

Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2020.1768200 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:31:y:2021:i:2:p:175-196

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2020.1768200

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().