Internal branding and students’ behavioral intention to become active member of university alumni associations: the role of students’ sense of belonging in Tanzania

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dc.contributor.authorAmani, D.
dc.date.accessioned2024-03-27T11:45:55Z
dc.date.available2024-03-27T11:45:55Z
dc.date.issued2022
dc.descriptionFull - text Article. Also available at: https://doi.org/10.1080/23311886.2021.1997171
dc.description.abstractSeminal 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.
dc.identifier.citationDavid Amani (2022) Internal branding and students’ behavioral intention to become active member of university alumni associations: the role of students’ sense of belonging in Tanzania, Cogent Social Sciences, 8:1, 1997171, DOI: 10.1080/23311886.2021.1997171
dc.identifier.doi10.1080/23311886.2021.1997171
dc.identifier.otherDOI: https://doi.org/10.1080/23311886.2021.1997171
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4395
dc.language.isoen
dc.publisherInforma UK Limited
dc.relation.ispartofCogent Social Sciences
dc.subjectInternal branding
dc.subjectAlumni association
dc.subjectHigher learning institutions
dc.subjectSense of belonging
dc.subjectStudents’ behavioral intention
dc.titleInternal branding and students’ behavioral intention to become active member of university alumni associations: the role of students’ sense of belonging in Tanzania
dc.typejournal-article
oaire.citation.issue1
oaire.citation.volume8
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