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Do alumni want to give back to their university?

Cownie, F., 2018. Do alumni want to give back to their university? In: Academy of Marketing, 4-6 July 2018, University of Stirling.

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Academy of Marketing working paper jan 2018_final.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.



Alumni numbers are growing, but do alumni feel grateful for their experiences of higher education (HE) and if so, are they prepared to give back to their institution of study? This qualitative study examines the evidence of gratitude and intentions to give back amongst alumni from a UK HEI. Gratitude, appreciation stimulating a desire to reciprocate, is central to relational exchange. The study examines feelings of gratitude amongst alumni and alumni’s willingness to give back through contributions towards curricula-based activities. The research seeks to provide recommendations to facilitate alumni to give back to their institution of study. This in turn is intended to enhance the experience of current student cohorts and sustain HEIs’ relationships with their alumni.

Item Type:Conference or Workshop Item (Paper)
Additional Information:Submitted. Attendance at conference dependent on funding availability.
Uncontrolled Keywords:gratitude; alumni; higher education; relational; reciprocity; giving back
Group:Faculty of Media & Communication
ID Code:30327
Deposited By: Symplectic RT2
Deposited On:06 Feb 2018 12:54
Last Modified:14 Mar 2022 14:09


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