The Role of Satisfaction in Alumni Perceptions and Supportive Behaviors

This article examines the relationship between alumni satisfaction and brand identification, university brand image, promotion of the institution, choosing to donate, and donor level. A survey was sent to all alumni of a medium-sized, state-run university in the mid-Atlantic region of the United Sta...

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Bibliographic Details
Published in:Services marketing quarterly 2015-10, Vol.36 (4), p.299-316
Main Authors: Stephenson, Amber L., Yerger, David B.
Format: Article
Language:English
Subjects:
Alumni
Brand identification
Brand image
Consumer behavior
Customer satisfaction
higher education marketing
Perceptions
satisfaction and brand identification
satisfaction and donations
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