Do specialized MBA programs cultivate alumni relationships and donations?
A recent trend among universities shifts from traditional MBA programs to specialized MBA offerings. Specialized programs are believed to cultivate stronger relationships with students, which lead to stronger alumni relationships and increased donations. This research tests this empirically by examining relationship perceptions and donation behavior among alumni of both traditional and specialized MBA programs from a university. The findings suggest that graduates of specialized programs are more likely to perceive relationships with their MBA programs than their traditional program counterparts. These graduates are also more likely to donate to their universities and to direct their donations toward their specialized MBA programs.
Year of publication: |
2010
|
---|---|
Authors: | Johnson, Jennifer Wiggins ; Thomas, Veronica ; Peck, Joann |
Published in: |
Journal of Marketing for Higher Education. - Taylor & Francis Journals, ISSN 0884-1241. - Vol. 20.2010, 1, p. 119-134
|
Publisher: |
Taylor & Francis Journals |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Do specialized MBA programs cultivate alumni relationships and donations?
Wiggins Johnson, Jennifer, (2010)
-
Autotelic need for touch, haptics, and persuasion : the role of involvement
Peck, Joann, (2011)
-
Can purchase behavior predict relationship perceptions and willingness to donate?
Johnson, Jennifer Wiggins, (2014)
- More ...