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Do specialized MBA programs cultivate alumni relationships and donations?

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  • Jennifer Wiggins Johnson
  • Veronica Thomas
  • Joann Peck

Abstract

A recent trend among universities shifts from traditional MBA programs to specialized MBA offerings. Specialized programs are believed to cultivate stronger relationships with students, which lead to stronger alumni relationships and increased donations. This research tests this empirically by examining relationship perceptions and donation behavior among alumni of both traditional and specialized MBA programs from a university. The findings suggest that graduates of specialized programs are more likely to perceive relationships with their MBA programs than their traditional program counterparts. These graduates are also more likely to donate to their universities and to direct their donations toward their specialized MBA programs.

Suggested Citation

  • Jennifer Wiggins Johnson & Veronica Thomas & Joann Peck, 2010. "Do specialized MBA programs cultivate alumni relationships and donations?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 119-134, June.
    • Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:119-134
    DOI: 10.1080/08841241003788144
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    1. Evanschitzky, Heiner & Iyer, Gopalkrishnan R. & Plassmann, Hilke & Niessing, Joerg & Meffert, Heribert, 2006. "The relative strength of affective commitment in securing loyalty in service relationships," Journal of Business Research, Elsevier, vol. 59(12), pages 1207-1213, November.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    Cited by:

    1. Madrigal, Robert, 2020. "The role of identification and gratitude in motivating organization-serving intentions and behaviors," Journal of Business Research, Elsevier, vol. 116(C), pages 75-84.

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