Title: Assessing the effect of university brand personality and attitude towards donation on alumni donor behavioural intention: Malaysian perspective

Authors: Hasnizam Shaari; Salniza Md. Salleh; Phoon Lee Yong; Selvan Perumal; Fakhrul Anwar Zainol

Addresses: Institute for Product & Brand Management, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' Institute for Product & Brand Management, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' Department of Accountancy and Business, Tunku Abdul Rahman University College, 25200 Kuantan, Pahang, Malaysia ' School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' Faculty of Economics and Management Sciences, Universiti Sultan Zainal Abidin, 21300, Kuala Terengganu, Malaysia

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.

Keywords: alumni donor behaviour; university brand personality; alumni attitude; Millennials alumni; higher education management; branding higher education; brand loyalty; higher education 4.0.

DOI: 10.1504/IJMIE.2019.102595

International Journal of Management in Education, 2019 Vol.13 No.4, pp.377 - 396

Received: 05 Oct 2018
Accepted: 28 Nov 2018

Published online: 30 Sep 2019 *

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