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Direct linkAmalia E. Maulana; Paul G. Patterson; Arif Satria; Indry A. Pradipta – Journal of Marketing for Higher Education, 2024
This study proposes a new giving behavior model for higher education institutions (HEI), featuring alumni connectedness as a primary predictor. This contrasts with previous studies that measured variables that showed an inconsistent influence as predictors of alumni's desire to contribute. Alumni connectedness, built from socio-psychological…
Descriptors: Higher Education, Alumni, Donors, Predictor Variables
