Institutional Brand Identity and Loyalty of Alumni: Study of Covenant University Alumni

Abstract:

Engaging alumni of global institutions are an integral characteristic of the graduate experience. It offers universities and alumni the opportunity to connect to establish lifelong relationships, which forms beneficial relationships as seen today by renowned institutions. Universities rely on active alumni organizations to support higher institutions and to provide opportunities to current students. Loyalty toward an institution is the level of patriotism displayed by an alumnus as a way of giving back to the alma mater (Hennig-Thurae, 2001, Nesset & Halgesen, 2009).

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