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University Alumni Donations as Threats to Punish or Promises to Reward: Alumni Loyalty before and after the Elimination of a Native American Nickname and Logo
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Dana M. Williams – Research in Higher Education, 2025
The gap between predicted and actual outcomes--following a university's removal of their controversial Native American nickname--may be rather wide. This study investigates what alumni threaten or promise to do upon a potential school nickname change, and what actual actions result once change does occur. The University of North Dakota's (UND)…
Descriptors: Donors, Alumni, Attitudes, Behavior