Alma Söderhjelm : Ranskan historian tutkija

Marja Engman

Arkistoluettelo 615: Alma Fohström

Luettelo Kansalliskirjastossa olevan Alma Fohströmin arkiston sisällöstä

Arkistoluettelo 305: Toivo ja Alma Kuula

Luettelo Kansalliskirjastossa olevan Toivo ja Alma Kuulan arkiston sisältämästä muusta kuin sävellyskäsikirjoitusaineistosta. Sävellyskäsikirjoitukset ks. arkistoluettelo 307

The role of brand identification in alumni support to their alma mater

Universities around the world are facing global competition and challenges to finance their main functions - research and education. This study focused on the role of graduates, alumni, in the success of a university. The purpose of this study was to examine the role of brand identification in alumni willingness to support their alma mater. The research concentrated on finding out what is the relationship between brand identification and it’s antecedents (prestige, satisfaction, interpretation of brand) to alumni willingness to promote university, participate in university activities and support financially by donating money to university’s research. The research method was quantitative and the data was collected via online survey from 569 alumni of a Finnish university. The findings suggest that there is a strong relationship between brand identification and alumni support. The stronger brand identification is, the more willing alumni were to promote university, participate in university activities and support financially. Based on the research, it is beneficial for universities to invest in brand development in order to get alumni to act as ambassadors of the university after their graduation.