Experiential bases for relationship development: a study of alumni relationships

Palmer, Adrian and Koenig-Lewis, Nicole ORCID: https://orcid.org/0000-0002-3931-6657 2008. Experiential bases for relationship development: a study of alumni relationships. Journal of Relationship Marketing 7 (1) , pp. 65-90. 10.1080/15332660802068013

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Abstract

This research focuses on the relationships that students develop with their university after they have graduated. Many universities have developed alumni associations with the implicit or explicit aim of generating a source of finance or sources of future commercial and political influence. A longitudinal study measures the emotions associated with specific aspects of students' experience of their university in general and the graduation ceremony in particular. It is hypothesized that emotions are the key drivers that determine students' behavior in their long-lasting relationship with the university. Emotions are measured using Izard's Differential Emotions Scale (Izard, 1971), whereas propensity to develop a relationship is measured over time using attitudinal and behavioral measures. This article presents the first output of a longitudinal study and establishes the validity of measurement scales for the focal constructs. Among preliminary results is the finding that emotions generated by attendance at a graduation ceremony are more highly correlated with future behavioral intention than levels of involvement during students' attendance at the university.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor L Education > LB Theory and practice of education > LB2300 Higher Education
Uncontrolled Keywords:	Alumni associations, emotions, graduation ceremony, academic involvement
Publisher:	Taylor & Francis
ISSN:	1533-2667
Last Modified:	28 Oct 2022 08:28
URI:	https://orca.cardiff.ac.uk/id/eprint/70885

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