Internal branding and students’ behavioral intention to become active member of university alumni associations
The role of students’ sense of belonging in Tanzania
Bibliographic Data
| ID | 22112121 |
|---|---|
| Authors | David Amani (0000-0002-8557-9255, The University of Dodoma, corresponding author) |
| Year | 2022 |
| Volume | 8 |
| Issue | 1 |
| Publication date | 2022-12-31 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Cogent Social Sciences (JOURNAL) |
| Journal identifiers | ISSN: 2331-1886 • E-ISSN: 2331-1886 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/23311886.2021.1997171 |
| OpenAlex | W4207078262 |
| Language | EN |
| Citations received | 3 |
| References cited | 51 |
Seminal work in alumni engagement suggests that university alumni associations could boost the numbers of alumni who support their universities through cultivating active membership and participation. Nevertheless, scholars focus less on the driver behind students’ intention to become and participate as active members of university alumni associations. This study intends to fill the gap in knowledge by examining the influence of internal branding as the driver of students’ behavioral intention to become and participate as active members of university alumni associations when mediated with students’ sense of belonging. Using a cross-sectional survey, the study collected data from 501 students of two colleges of higher education sector in Tanzania and was analyzed using Structural Equation Modelling. The findings indicate that internal branding as an inclusive approach in university branding influence students’ behavioral intention to become and participate as active members of university alumni associations when mediated with students’ sense of belonging. Therefore, HLIs should adopt internal branding procedures as a tool of internal management to cultivate students’ sense of belonging for building students’ behavioral intention to become and participate as active members of university alumni associations
Higher education · Pedagogy · Political science · Public relations · Sociology · Structural equation modeling · Student engagement · Tanzania · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Engineering · Psychology · Social Psychology
Sense of Belonging as a Predictor of Intentions to Persist Among African American and White First-Year College Students
Investigating “Sense of Belonging” in First-Year College Students
Discriminant Validity Assessment
On the evaluation of structural equation models
Common method biases in behavioral research
Factor analysis in the development and refinement of clinical assessment instruments.
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Principles and practice in reporting structural equation analyses.
Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions
IMO and internal branding outcomes
Four domains of students' sense of belonging to university
What does the student psychological contract mean? Evidence from a UK business school
| Unique citing works | 3 |
|---|---|
| Citations per year | 1,5 |
| Citation span | 2024 - 2025 (2) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |