Assessing the effect of university brand personality and attitude towards donation on alumni donor behavioural intention: Malaysian perspective
by Hasnizam Shaari; Salniza Md. Salleh; Phoon Lee Yong; Selvan Perumal; Fakhrul Anwar Zainol
International Journal of Management in Education (IJMIE), Vol. 13, No. 4, 2019

Abstract: This study attempts to examine the relationship between university brand personality on intention to donate among Millennials alumni from one of renowned management-based university in Malaysia. Besides, alumni attitude towards donation is integrated in the model as a mediator to understand alumni willingness to donate to their alma mater. A quantitative survey among 311 Millennials alumni found that university brand personality significantly influenced alumni willingness to donate to their alma mater. Attitude towards donation fully mediate the relationship between university brand personality and Millennials alumni donor behavioural intention. Besides, theoretical implication and recommendation for university management is discussed at the end of this paper.

Online publication date: Mon, 30-Sep-2019

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