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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 23) Last page : ( 34)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00005.7

Citizenship Behavior, Social and Financial Giving Behavior of Alumni towards Their Alma Mater-Prospects and Areas for Research

Raheja Neha*, Prof. Khatri Puja

University School of Management Studies, Guru Gobind Singh Indraprastha, Delhi, India

*Corresponding Author E-mail: neha18raheja@gmail.com

Online published on 2 June, 2018.

Abstract

This paper provides a comprehensive review of literature and various empirical research studies on the alumni giving behavior and its antecedents. An exploration of the education experience and its relationship to the motivation of alumni sets framework for the research and provides insight on predictors of the behaviour of future alumni: why they form or do not form a bond with their alma mater, and how they define their relationship with their university community. Giving takes both financial and social forms. Both are equally valuable to a university, and both require a solid understanding of alumni constituents in order to attract the appropriate responses. Alumni at all ages and life stages have much to offer their alma mater, and it is vital to understand which distinguishing characteristics and factors will prompt the ideal actions or reactions a university is seeking. Alumni relationships require investments by students, alumni, and the university.

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Keywords

Alumni giving behavior, alumni engagement, perceived need of financial support, alma mater identification, citizenship behavior.

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