Title: Millennials alumni and donor behaviour: an insight from management-based university in Malaysia
Authors: Hasnizam Shaari; Phoon Lee Yong; Salniza M. Salleh; Selvan Perumal; Fakhrul Anwar Zainol
Addresses: Institute for Product and Brand Management, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' Tunku Abdul Rahman University College, 25200, Kuantan Pahang, Malaysia ' Institute for Product and Brand Management, School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' Institute for Product and Brand Management, 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: Recent economic crisis had dragged not only profit-oriented organisations into hard situation, non-profit organisations such as public universities in Malaysia also badly affected especially in term of limited budget allocation from government. Hence, public universities are facing tremendous challenge in sustaining their university performance especially in sustaining their ranking and reputation at the global arena. As a result, universities in Malaysia nowadays are encouraged to be more creative in wealth creation for financial sustainability. This study attempts to investigate alumni readiness to donate to their alma maters as a part of the financial sustainability agenda among public universities. The study among 311 millennials alumni from one of the well-known management-based university in Malaysia revealed that attitude towards donation, peer pressure and religiosity play a significant role in explaining donor behavioural intention. Besides, religiosity also found to mediate the relationship between attitude towards donation and donor behavioural intention. Implication and recommendation for future research also is discussed in this article.
Keywords: brand management; alumni donor intention; religiosity; theory of planned behaviour; university; millennials alumni; peer pressure; attitude towards donation; Malaysia.
International Journal of Applied Management Science, 2019 Vol.11 No.4, pp.352 - 369
Received: 13 Feb 2018
Accepted: 19 Sep 2018
Published online: 25 Nov 2019 *